Client: Baptist Memorial Health Care

Project: D-O-C-T-O-R-S Physician Referral Service

Challenge: Develop and promote a referral telephone service for use by individuals seeking physicians and medical care. Establish a leadership position for the Baptist Hospital referral service over those offered by competitors.

Strategy: Create a memorable name for the referral service and actively promote the convenience of its telephone access and appointment-making capabilities.

Execution: The agency recommended using the name D-O-C-T-O-R-S. The name, when dialed on the telephone, was also the number for the service. The positioning asked patients to "Just Dial D-O-C-T-O-R-S." The number was promoted primarily through television and supported in radio, newspaper and other print advertising.

Results:The referral service handled 1,500-2,000 incoming calls each month for more than five years. A rotating distribution system of new patients was established. The promotion of the service supported the overall positioning of the hospital and generated a significant amount of physician good will. D-O-C-T-O-R-S also enjoyed a top-of-mind perception level double that of the nearest competitor.