Lafayette General Medical Center, a non-profit community-based hospital and regional healthcare system, wanted to get a better return on their advertising investment. In addition, a $70M remodel of the hospital was being overshadowed in the media by a new $220M dollar hospital being built across town. In order to change the conversation, we developed a targeted media buy that was supported by consumer based messaging and a creative campaign unlike anything the market had ever seen. As a result, LGMC was able to reduce spending by 18% while increasing the reach and frequency by 34%. In addition, the CPP dropped 61.21%. and the total patient volume for the hospital has increased and is on pace to exceed the previous fiscal year by 9.53%.