Patient-Centered Care
Objective
Saint Luke’s Health System (now BJC Health System) is a national network of 24+ hospitals across the Midwest.
As Director of Marketing for Saint Luke’s flagship hospital and medical group, Josh led a campaign following NCQA* accreditation as a PCMH* provider. The goal was to drive patient visits and position Saint Luke’s as a trusted choice for Medicaid patients across the Kansas City metro. Campaign touchpoints:
- Maternity, emergency, and primary care services.
- Higher Medicaid reimbursement rates for select services to boost revenue.
- NCQA Level 3 recognition is achieved by a small percentage of hospitals nationwide.
*National Committee for Quality Assurance (NCQA)
Strategy to Action
The campaign focused on broad audience reach, guided by geodemographic data, to build awareness and trust with Medicaid patients across Kansas City. Messaging emphasized dedicated care teams, NCQA’s highest recognition for primary care, and improved outcomes. Traditional and digital media channels included:
- Print Ads: Placements in lifestyle and community publications.
- Web & Social Ads: Engaging banners with CTAs on third-party sites and social platforms.
- Outdoor & Transit: Bold, high-visibility messages on highways, buses, and transit shelters.
Outcomes & Impact
The Patient-Centered Care campaign increased awareness of Saint Luke’s NCQA recognition and drove measurable engagement with Medicaid audiences across the Kansas City metro and a 100-mile radius. Results achieved:
- 26% increase in Medicaid patient inquiries.
- 19% uptick in new primary care appointments.
- 59% growth in impressions across digital, print, and transit channels.
