MyHeart Book
The best way to drive business is to create a compelling, differentiated experience, like the MyHeart Book developed for North Memorial Medical Center.
In 2004, North Memorial Medical Center called on Interval to market the launch of a new women’s heart clinic. Initial success of the clinic would be measured by the number of women seen for a standard heart disease screening, based on the potential downstream care this would trigger. As part of our comprehensive approach to this marketing challenge, the Interval team collaborated closely with the client team to re-engineer the screening itself. The result was a one-of-a-kind, personalized experience called MyHeart Book. Women who participate in the program receive a personalized, hard-bound copy of MyHeart Book, which contain the results of their assessment, 80+ pages of educational information, and action steps developed in one-on-one interviews with a clinic staff member that includes diet and exercise recommendations, stress management techniques and more.
In launching North Memorial Medical Center’s new women’s heart clinic, Interval provided branding and naming consulting, the development of a marketing communications plan, as well as the creation of print, radio and outdoor advertising, direct mail and collateral. All efforts focused exclusively on the MyHeart Book service.
Within one month of opening, the clinic had booked more than 500 women five months in advance for the MyHeart Book program, a self-referred program with 100% of the $85 cost borne by the consumer. The high demand for the service resulted in the clinic expanding to serve patients five days a week, from the original schedule of three days a week when it first opened.
