Hospital for Special Surgery Enjoys Growth in New Patient Appointments through Media Strategy
NEW YORK, N.Y. – Hospital for Special Surgery (HSS), the No. 1 Orthopedic Hospital in the United States for nine years, has experienced notable increases in new patient appointments resulting from a shift in paid media strategy.
Developed in partnership with their agency, Mindstream Media, HSS is experiencing a 31 percent quarter-over-quarter lift in appointments, and they’re not relying on higher media spending to make it happen. In fact, during the same timeframe, HSS experienced a 45 percent decrease in the cost per appointment.
To increase media efficiency, HSS worked with Mindstream Media to define a strategy for each service line, outpatient center and geographic area requiring support. Key structural campaign updates were also needed to move HSS campaigns from a siloed approach to a full-funnel, sequential messaging strategy focusing on the prospective patient’s journey to a world-class HSS solution.
“HSS is an ideal client partner. It’s because of their willingness to share business insights, collaborate on new ideas, and test and launch new plans that we were able to shape their media strategy around the patient,” said Zac Keeney, president, at Mindstream Media. “Since arranging an orthopedic procedure can be somewhat involved, our plan was designed to guide those potential patients through the various stages of discovery, research and decision making without inundating them with a single message that loses value over time.”
Mindstream Media shifted from individual platform efforts to an all-encompassing campaign to bring together key media channels like Facebook, Google and Bing search, video and programmatic display to match those journeys and ultimately connect the right patient with the right HSS solution, creating efficiencies for the patient and HSS.
Mindstream Media and HSS partnered with Ogilvy NY, HSS’s creative agency, to build assets needed to make the campaigns come to life.
About Mindstream Media
Mindstream Media, a full-service media agency, designs and executes sophisticated traditional and digital advertising strategies that deliver sales for national brands by growing brand awareness and generating qualified local leads. The agency manages media strategies across paid search, social, display and video, television/OTT, radio, OOH, content marketing and creative services for brands like Edward Jones, The UPS Store, Samsung and IZOD. Mindstream Media is a Premier Google Partner, Bing Partner and Snapchat Partner. Mindstream Media’s teams work across the country from New York City to San Diego. Learn more at mindstreammedia.com.
HSS is the world’s leading academic medical center focused on musculoskeletal health. At its core is Hospital for Special Surgery, nationally ranked No. 1 in orthopedics (for the ninth consecutive year) and No. 3 in rheumatology by U.S. News & World Report (2018-2019). Founded in 1863, the Hospital has one of the lowest infection rates in the country and was the first in New York State to receive Magnet Recognition for Excellence in Nursing Service from the American Nurses Credentialing Center four consecutive times. The global standard total knee replacement was developed at HSS in 1969. An affiliate of Weill Cornell Medical College, HSS has a main campus in New York City and facilities in New Jersey, Connecticut and in the Long Island and Westchester County regions of New York State. In addition, HSS will be opening a new facility in Florida in late 2019. In 2018 HSS provided care to 135,000 patients and performed more than 32,000 surgical procedures, and people from all 50 U.S. states and 80 countries travelled to receive care at HSS.