Harbor Hospital Launches Mobile Marketing Strategy to Drive ER Business

MedStar Health’s Harbor Hospital in Baltimore, Maryland recently launched a mobile display advertising campaign targeting 20 Baltimore City zip codes to increase awareness of the close proximity of Harbor Hospital’s Emergency Department to downtown Baltimore and surrounding neighborhoods.

“Time is of the essence when finding emergency care and we want to educate Baltimore area residents and business professionals in a compelling and innovative way that quality emergency care is only minutes away at Harbor Hospital,” said Jean F. Bunker, AVP, Marketing, Community Relations & Philanthropy.

One of the first campaigns of its kind for a hospital in the Baltimore region, the 12-week mobile display advertising campaign combines mobile web advertising with the geolocation of smartphone users — such as BlackBerry®, iPhone, Palm, Windows® and Android™ users.

The hospital partnered with mobile advertising company Millenial Media to reach a targeted Baltimore City audience via advertising on mobile versions of popular news and consumer websites.

From May and through July, anyone in or around the downtown Baltimore area linking to specific websites via their smartphones may be greeted with a Harbor Hospital mobile web banner that will give them access to detailed emergency care information. By clicking on the banner, users will be directed to Harbor Hospital’s mobile-specific landing page where they can enter their address via a Google™ Maps application that provides door-to-door directions to the hospital’s Emergency Department. Users can contact the Emergency Department by utilizing the “click to call” feature also located on the landing page.

The mobile advertising campaign is one of several components in Harbor Hospital’s new comprehensive Emergency Department marketing campaign.

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