Case Study & Plan: Research is the key to integrated marketing communications
Updated: Dec 21, 2020
This plan (link) was completed as part of master's degree coursework in integrated marketing campaigns. As part of the plan, DHQM was the entity that made the proposal.
Broadlawns Medical Center is a public hospital in Des Moines Iowa that has a
rich history of helping disadvantaged populations. The majority of Broadlawns
patients cover the cost of services through Medicare or Medicaid, but
Broadlawns has done a fantastic job of fundraising and rebranding and has
been renovating and improving its offerings over the past five years.
At the same time Broadlawns was expanding and improving, Des Moines was
also growing its community by welcoming new refugees. These new
community members, mostly from the Democratic Republic of Congo, Bhutan,
Myanmar, and Syria, are a population that will be well served by Broadlawns’
mission to help people gain access to healthcare regardless of their ability to
With Broadlawns’ recent renovation and construction of outpatient clinics,
DHQM sees an excellent opportunity to provide affordable healthcare to the
refugees. Numerous arriving refugees receive a required entry physical at
Broadlawns which is where they begin their U.S. healthcare journey and an
ideal place to cultivate a relationship. Many of the refugees, however, have
language, religious, and cultural norms that can limit their approach to a
Western-style healthcare system.
The primary target segments for this campaign are refugee families. Due to a
more traditional family structure, we would market clinic services to parents,
ages 25 to 45 because over half of the refugees arriving are under twenty
years of age. The secondary target segments are those outreach, school and
religious leaders that influence and help refugees. The campaign will also serve
to educate Broadlawns’ staff on some of the barriers refugees have to access
DHQM sees the process of helping refugees access quality healthcare at
Broadlawns as a journey; somewhat analogous to their migration to the U.S. As
such, we have named our campaign Destination Health. The campaign is
dedicated to educating the refugee population about health through a variety
of seminars and social media tools. Broadlawns’ new and renovated medical
clinics will be promoted to help refugees understand that they can access
quality healthcare at little or no cost.
A child’s health is of primary importance to all parents, so the campaign’s
focus will be on paring refugee parents with the clinic services they need for
their kids – like the pediatric and dental clinics. We want healthy parents and
kids alike, so we will also provide information about the eye clinic, women’s
health center, primary care center and family health center.
Using a variety of electronic and printed collateral, seminars, targeted social
media, transit advertising, and news releases, the campaign will create
awareness of Broadlawns’ clinic services with refugees and influencers, while
also reaching a substantial number of residents that live around Broadlawns.
The campaign hopes its efforts will increase annual refugee physicals and
dental visits by 20 percent. The full IMC plan, creative mix samples, and a wide
variety of research follows.