Case Studies, January 2007

Women's HeartAdvantage: Affinity Program Pays Off

Covenant HealthCare is one of the largest, most comprehensive health care facilities north of metro Detroit. Its 700-bed medical center and more than 20 inpatient and outpatient facilities serve a diverse population spanning 15 counties in east-central Michigan.

"An initial baseline consumer survey performed in August 2004 revealed that nearly half of all local residents (46%) had one or two risk factors for heart disease. A market survey revealed that while they were the second local choice in preference for residents for cardiac care, their numbers were steadily rising while their primary competitor’s market share was shrinking at roughly the same rate during that same period. Covenant saw an opportunity to capture the market. The hospital identified four main goals – to increase consumer awareness of the nature and risks of heart disease in women, increase brand awareness of and preference for Covenant Center for the Heart, engage local physicians and improve clinical outcomes.