HEALTHCARE ECONOMICS COURSE

Livewell Hospital recently kicked off a major marketing campaign designed to increase hospital revenue by stimulating demand for its cardiac surgeons. (See the link below.) Do you think that such a marketing campaign is ethical? Why or why not?

BELOW IS THE INFORMATION PROVIDED IN THE LINK.

CHARTWELL recently conducted a six-month digital marketing campaign for Baton Rouge Cardiology Center.

The digital campaign kicked off shortly after Chartwell Agency completed a new website for Baton Rouge Cardiology Center. The campaign utilized the strategies of search engine marketing (SEM), digital display advertising, social media advertising and direct email.

The campaign included general branding messaging as well as specific programs and initiatives such as a calcium score screening and a heart disease risk factor quiz.

Results from the digital campaign efforts included an increase in website traffic by nearly 18% for Baton Rouge's new site year over year and more than 12,000 visits to the website during a six-month period. At least 243 appointments, 80 of those involving new patients, can be linked to the SEM campaign alone.

Baton Rouge Cardiology Center, an independent practice focused on excellence and innovation in cardiovascular medicine, has two main offices, 16 satellite clinics, and 23 physicians and advanced practice providers who have the capabilities to work in partnership with patients to prevent, diagnose and treat the routine, as well as highly complex cardiology needs.