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Case Study: Greater Lawrence Family Health Center
Greater Lawrence Family Health Center (GLFHC) provides healthcare to approximately 40,000 people or more than half the population of the city of Lawrence. Popularly known as “La Clinica,” Massachusetts’ second largest health center specializes in providing culturally sensitive healthcare to the state’s most Hispanic city.
Despite well-intentioned efforts, a community survey revealed surprising results. The majority of patients, non-patients, local business owners, and community leaders shared myriad misconceptions about the Health Center and were mostly unaware of the vast array of services offered by the Health Center. GLFHC tapped HMS to tackle this problem. Specifically, our goals were to increase brand awareness, improve brand identity, and increase the number of patients and aggregate patient visits through their four primary care sites.
Upon a series of brainstorm sessions, focus groups and surveys, HMS launched an integrated campaign, It’s time you check us out. To reinforce this concept, HMS utilized eye-catching photo images of young patients checking the pulse and ears of their own doctors.
This created that ever-so-important marketing buzz within the city.
- We blanketed our market with transit ads, radio spots, print advertising, banners and billboards.
- HMS developed an informational brochure and other communication pieces that persuaded residents to choose GLFHC over the nearby hospital’s emergency room for urgent care.
- We launched a PR campaign both for the general and Hispanic media to increase awareness within the community, which led to positive media coverage in Rumbo, Siglo 21, El Mundo, and Eagle-Tribune newspapers.
- Working closely with senior Health Center administrators, we created Pulse, the Health Center’s first quarterly newsletter, which promotes GLFHC as an innovative leader in family healthcare. The newsletter continues to win kudos from community residents and leaders for its sharp layout and insightful stories.
GLFHC’s number of walk-in clients on average has increased by 20% and the aggregate number of patient visits has increased by 20%. A recent survey shows that 30% of new patients have responded favorably to advertising messages. Positive coverage in general and Hispanic media, including a prominent front page story in the Eagle-Tribune, helped reinforce the image of the Health Center.