Increase competitive edge – Palomar Health

Leveraging care network brand materials reduces costs, delivers results

This ad is just one example of how Palomar Health leveraged the templates and messaging available in the brand tool kit available on the Mayo Clinic Care Network member website. More than 100 marketing and communications resources are available for member use.

Member: Palomar Health, Escondido, California

Being a member of the Mayo Clinic Care Network is a differentiator in the market, yet it can be a complex message to deliver to patients, consumers and the community. Using the online Brand Tool Kit available to members, Palomar Health discovered a simple way to leverage communication and marketing materials for its unique audiences while reducing costs and delivering results.

Palomar Health's marketing team was in the midst of planning its next advertising campaign around the relationship with Mayo Clinic when team members decided to take a look at the materials available in the Brand Tool Kit on the Mayo Clinic Care Network member website. Seeing what was available, they realized that the messaging and customizable templates created an easy way to repurpose the materials for their own style and needs.

"We created our entire campaign using assets from the tool kit in half the time and with almost no design costs," says Bobette Brown, director of Palomar Health Marketing and Communications. "The library had everything we needed for a full campaign, from messaging to social media and print ads to video scripts. We didn't have to look anywhere else for materials. Plus, the diversity of photos made it easy to choose something that fit best with our market."

In addition to the variety of assets available, the reliability of the messaging was important to the Palomar Health team. "What I loved the most was that the content had been researched and vetted — so we knew it was the message that would resonate most with the consumers," says Brown. "That took all the guesswork out and created an extremely useful catalog of materials to choose from."

After implementing the campaign, website visits more than tripled, there was a significant increase in web conversions and social media posts from the campaign continue to receive some of the highest engagement.

"The Brand Tool Kit is an example of how the care network relationship is not only a benefit to our patients but also to our team," says Brown. "Aside from using the campaign materials, we continue to access the tool kit for social media posts, physician relation materials and internal communication messages. Truly, everything you need from a marketing, communication or business development perspective can be found there!"

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