Steward Hospital Bridge

Situation

Steward Health Care, the largest fully-integrated community care organization and community hospital network in New England, looked to AMI to develop a Health & Wellness Sponsorship Program at Boston Logan to reinforce and expand Steward’s leadership position in the region to individuals and small businesses.

Tactics

AMI designed a “healthy footprint” within the airport that incorporates dramatic signage, walking paths, strategic placement of interactive health station units, creative engagement methods and more, with the primary objective of positioning SHC as the primary resource for innovative healthcare in the region. Maps of the walking paths were distributed at all Information Counters and within the terminals. An open line of communication was developed between the airport management team, Steward and their agency to ensure metrics were established that aligned with program goals and created an enhanced passenger experience.

Results

Well over 30 million visitors experienced this first-of-its-kind program. This unique sponsorship produced exceptional results in the first 12 months – generating in excess of 200 million impressions, with over 200,000 printed materials distributed and over 50,000 completed health station assessments. “This program out-performed all expectations; it built huge awareness for our brand & specifically drive new patients in the door. Our brand & our message was dominant while the direct consumer engagement activation made it measurable & memorable. Well planned & well executed. One of our best marketing investments ever.” – Brian Carty CMO Steward Health Care