Overview
As one of the region’s leading heart hospitals, St. Joseph offers HeartAware, a quick online heart disease risk assessment, free to the public. Crosby was asked to create a plan encouraging consumers to take advantage of this potentially life-saving tool.

Insight
Heart disease can be scary, but encouraging someone to take a free assessment needn’t be. A positive and caring approach might attract more engagement, while advancing the hospital’s leadership position.

Approach
Our campaign went straight to the heart with the theme that “Every heart has a story to tell.” Through print, newspaper inserts, online ads and a TV station partnership, we drove consumers to take the online risk assessment. Events at shopping malls allowed staff, armed with iPads, to help people take the assessment on the spot.

Results
In less than 60 days, the program drove nearly 3,000 people to take the survey, hundreds of whom were found to be at risk. St. Joseph was able to quickly connect with these at-risk individuals, offering follow-up care and service.