Metrics and Marketing: VCU Medical Center’s Model for Proving Value in Healthcare Marketing - On-Demand

Quick Overview

Presented on: April 30, 2015
Presented by: Cynthia Schmidt and Susan Dubuque

Leaders from VCU Medical Center reveal their proven strategies for crafting an effective healthcare marketing campaign, and share which tools and metrics are best for measuring success.

Availability: In stock

Pubcode: YT043015D
Price: $279

Metrics and Marketing: VCU Medical Center’s Model for Proving Value in Healthcare Marketing

Available ON-DEMAND

Healthcare marketing has its own “Triple Aim” of the right campaign, at the right time, with the right metrics. Organizations who have been able to achieve this understand the importance developing clear goals for how their program will be executed and measured.

Faced with the challenge of reinventing their image and promoting their recently renovated Labor and Delivery Unit, VCU Medical Center developed an innovative marketing program to change public perception and tackle specific goals like raising the number of live births.  Discover how their unique—and quantifiable—OB campaign helped to drive awareness, increase volume, and improve the loyalty of this key population.

At the conclusion of this program, participants will:

  • Determine how to craft campaign goals that align with the business objectives of your organization
  • Learn which metrics and tools helped VCU attribute success to their campaign
  • Understand the distinctive challenges and opportunities of communicating with the women’s health demographic
  • Find out how VCU achieved a 37% increase in prenatal appointments and achieved the highest number of births in 14 years
  • Discover new strategies to drive word-of-mouth referrals



  • VCU Medical Center’s OB/Childbirth Campaign
    • The impact of the “retail-ization” of healthcare on birthing centers
    • Fulfilling a three-fold marketing goal
      • Increase awareness
      • Change perception
      • Deliver exceptional experience to perpetuate word of mouth
    • Crafting the campaign
    • Digital component - 
      • Revolutionizing the look and feel of maternity (“Not your mother’s OB campaign”)
      • Design and Messaging
    • Event component – Kick-off cocktail party
      • Expanding the footprint to increase paying customers
      • Taking a non-traditional approach to appeal to new markets
    • Print and radio component
  • Assessing Success
    • Determining meaningful metrics
    • Measuring ROI
      • Tracking tools
      • Spillover effect
      • Short term vs. long term effects
  • Lessons learned
    • Planning processes
    • Networking
      • Word-of-mouth
      • Attention from competition
      • Social media
    • “Marketing campaign” versus “ad campaign”
  • Q&A (not live)


Meet the Speakers

Cynthia Schmidt

Director of University Marketing
VCU Medical Center

Susan Dubuque

Neathawk Dubuque & Packett


Webcast system requirements and program materials:

To fully benefit from the webcast experience, please note you will need a computer equipped with the following:

Browser: Microsoft Internet Explorer 6 or later, Firefox, Chrome, Safari, with JavaScript enabled
Internet: 56K or faster Internet connection (high-speed recommended)
Streaming: for audio/video streaming, Adobe Flash plug-in or Safari browser on iOS devices

Prior to the webcast, you will receive an e-mail with detailed system requirements, your log-in information, presentation slides, and other materials that you can print and distribute to all attendees at your location.


No problem. The on-demand version is now available! Use it as a training tool at your convenience—whenever your new or existing staff need a refresher or need to understand a new concept. Play it once or dozens of times. A $279 value!


Participation in the webcast is just $279 per site. All materials must be retrieved from the Internet.