Background
Since 1936, Rowan Regional Medical Center has provided medical care to Salisbury, NC and surrounding communities. The hospital has evolved into a major medical campus with 268 beds plus an extensive freestanding outpatient services center.
Objective
To provide an event where local women could get to know their community hospital and physician practices while enjoying food, shopping and entertainment from local vendors.
Deliverables
The hospital organized a “Ladies’ Night Out” event where the women of Salisbury and surrounding areas could come to enjoy food, beverages and shopping from local vendors while taking advantage of free health screenings and womens’ health information. The event was promoted through print, web and mobile advertising along with fliers, direct mails and eblasts. The most successful promotion was the ad on Facebook. Targets to women 21 and older living within 10 miles of the hospital, the campaign generated 947 click thrus to a web page about the event .
Results
“Ladies’ Night Out” received rave reviews and nearly 400 attendees. One day after the event, vendors were already requesting to be included in next year’s event. The hospital scheduled 25 mammograms the night of the event, and 20 women — most of whom had never run in their life — signed up for beginner’s running classes. The event raised $3,000 for the local United Way chapter through a $10 admission fee and vendor contributions. The feedback was very positive and Rowan Regional looks forward to another successful event next year.
