ER Service Line Promotion
Brown Parker & DeMarinis helps St. Luke’s Hospital boost ER volumes 20%—in just two months!
About the Client
St. Luke’s Hospital was founded in 1873, and is the oldest hospital in Jacksonville, Florida. Joining the St. Vincent’s HealthCare system in 2008, it is now known as St. Vincent’s Southside.

The Challenge

Sagging ER volumes
St. Luke’s Hospital came to us looking to turn around sagging ER volumes. Although the hospital had just completed several operational enhancements, patients continued to flock to competitive facilities. We needed to give patients, clinicians and paramedics a good reason to try St. Luke’s again.

Insight

Address patients’ anxiety over long wait times
In addition to the fear patients feel about emergency rooms in general, they feel an additional level of anxiety because of the uncertainty associated with how long they may need to wait once there. For months, the news media ran story after story about patients waiting for hours in ERs—some critically injured.

The Strategy

Guarantee maximum wait of 30 minutes
Working with the hospital’s leadership, for the first time we developed a service level guarantee for ER patients. We then launched an integrated marketing campaign touting the area’s only 30-Minute ER Guarantee.

The Results

20% increase in ER volumes
Patients began flocking to the hospital, boosting ER volumes by 20% in the first two months of the campaign and resulting in significant downstream revenue across key service lines.

Never in our wildest dreams did we think we would affect such a huge change
in such a short amount of time. The return on investment has been extraordinary.
- Kelly Brockmeier
Director of Marketing and Public Relations