Mobile Advertising: Harbor Hospital Innovates

Harbor Hospital Mobile AdvertisingPromoting a hospital emergency room with mobile display advertising signals the penetration of mobile advertising to traditional clients.

Harbor Hospital in Baltimore 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.

In stressing the importance of the campaign, Jean F. Bunker, AVP, Marketing, Community Relations & Philanthropy of Harbor Hospital said, “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.”

Mobile marketing is expected to play a key role in the healthcare sector. According to various industry reports, mobile marketing is expected to grow rapidly in the coming years.

The innovative 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 plans 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. Their integrated 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.

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By Vijay Krishna, and Atul Kalanuria,

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