In recent years, Faulkner County has seen a nearly five percent increase in population. Along with this population growth came the need for a more accessible, comprehensive hospital to serve the region, which is why in June 2014, Baptist Health broke ground in Conway, AR on their ninth medical center. The 260,000 square-foot facility, which features 111 beds and eight operating rooms, officially opened their doors on September 16, 2016.
With such an important opening ahead of them, Baptist Health turned to its over two-decade advertising partner, Stone Ward, to help develop and execute a strategic marketing plan in order to get the Faulkner County community involved and excited about the new hospital. From the groundbreaking ceremony two years ago to the first patient admitted to the ER at 7:12 am opening day, Stone Ward and Baptist Health worked together in a joint effort to create impactful, compelling marketing and communications for Baptist Health Medical Center-Conway.
This strategic marketing plan leveraged local print, radio, and outdoor channels to maintain frequent messaging that transitioned along with construction progress. The local channel messaging was reinforced with supportive content and videos across several digital campaigns, social media efforts and events. This allowed the community to watch as their new hospital unfolded and kept them engaged and excited over the two-year construction process.
From the groundbreaking messages about Baptist Health’s promise of providing amazing care to the community, to a final video demonstrating how Baptist Health Medical Center — Conway was delivering on their promise every day thanks to their state-of-the-art medical facility and their continued support of local organizations and events, Stone Ward and Baptist Health found new, innovative ways to cultivate and maintain community awareness for the Baptist Health Medical Center — Conway opening.