Harbor Hospital Launches Innovative Mobile Advertising Campaign

Jun 08, 2010, 15:15 ET from Harbor Hospital

BALTIMORE, June 8 /PRNewswire/ -- Harbor Hospital announced today the recent launch of 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 of Harbor Hospital.

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.

Harbor Hospital (a proud member of MedStar Health) partnered with Millennial Media (a leading mobile advertising company with the largest mobile ad network in the U.S.) to reach a targeted Baltimore City audience via advertising on mobile versions of popular news and consumer websites.

From May 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.

The campaign's media strategy features print, online and out-of-home advertising, as well as grassroots marketing via coffee sleeves and coasters available in select coffee shops, restaurants and bars in the Baltimore area.

About Harbor Hospital

For more than a century, Harbor Hospital has grown alongside the communities it serves in Baltimore City, and Anne Arundel, Baltimore and Howard counties. The hospital was first established in 1903 as a small community clinic servicing the waterfront community in Baltimore. More than 100 years later, the 259-bed hospital continues to offer the personal touch of a community hospital while incorporating the excellence of a high technology medical center. It has been the recipient of the Delmarva Foundation's highest honor, the Excellence Award for Quality for Hospitals, in 2001, 2006, 2007, 2008 and 2010.

With more than 500 physicians representing 30 medical and surgical specialties, and more than 1,500 employees, the hospital offers a full range of health care services for patients from infancy through the senior years. Harbor Hospital's specialty areas include orthopaedics, women's services, cancer care, diabetes care, fetal assessment, cardio-pulmonary rehabilitation, and treatment of chronic lung conditions. The hospital's continuum of care also includes wellness programs, outpatient services and inpatient treatment.

Harbor Hospital is part of MedStar Health, a not-for-profit, regional healthcare system with nine hospitals and more than 20 other health-related services in the Maryland and Washington, D.C., region. MedStar Health's patient-first philosophy emphasizes service, quality and safety, combining compassionate care and clinical excellence. More than a half-million patients trust their care to MedStar Health each year. medstarhealth.org

SOURCE Harbor Hospital