Marketing MOMENTS
MAY 2026
General Surgery Campaign Summary
General Surgery marketing in Q4 was awareness-led, multi-channel, and regionally balanced, with:
• Strong TV and sports integration
• Continuous digital video, display, and search presence
• Strategic, market-specific deployment of CTV, print, radio shows, on-screen, and outdoor
This ensured Surgery remained visible across the entire patient journey—from broad awareness to active search behavior.
Hernias. Gallbladder pain. Appendix
Dr. Anthony Mustovich Launch Marketing & Results
• Very strong post- campaign lift in both calls and scheduled appointments beginning March 2026.
• Dr. Mustovich shows zero activity prior to the campaign, then immediately appears with high call and appointment volume after launch.
• Practice-wide volume more than doubled post- campaign, suggesting the campaign had a material impact, not just a redistribution of patients.
Providing our Framework Top Social Posts | March 1 - April 15
Top-performing social media posts drove strong reach and engagement by highlighting patient-centered moments, team and physician recognition, and community-focused milestones.
Top Website Performace Highlights | March 1 - April 15
Analysis of the top 25 website pages during this period shows strong engagement with content aligned to active campaigns.
#1
FIND A DOCTOR PAGE
#13
WELCOME TO DR. ANTHONY MUSTOVICH – BLOG PAGE
Google roll out of AI mode to everyone in US
#14
SIGNS YOU MIGHT HAVE GALLBLADDER PROBLEMS AND WHEN TO CONSIDER SURGERY
- DR. ANDREW SZABO
#18
GENERAL SURGERY
#23
ORTHOPEDIC WALK-IN CLINIC (BUTLER)
A social media post highlighting Dr. Ream’s delivery of two sets of wins on his 34th birthday was published April 9 and quickly gained traction, helping trigger same‑day TV and website coverage by WTAE and later GMA.
The success was driven by a compelling human story, rapid 24-hour execution, and tight coordination across Digital, PR, leadership, and media relations. This effort shows how timely social storytelling can act as a launchpad for earned media and serves as a repeatable model for future provider and service -line milestones.
SOCIAL POST RESULTS
• 48 new followers on Facebook 4/9
• 70 new Facebook followers 4/1-4/15
• Nationwide recogntion
FY26 Commercials
FY26 has been a busy year for the Independence Health System Marketing team, with the development of multiple commercials supporting Cardiology, Women’s Health, General Surgery, Lung Centers, and a systemwide brand message—several featuring long-form patient testimonial videos to strengthen credibility, emotional connection, and impact.
Scan code to view FY26 commercials.
CARDIOLOGY
BUTLER ORTHOPEDICS
CARDIOLOGY - BARB’S STORY
LUNG CENTER - JANE’S STORY
GENERAL SURGERY
OB/GYN - KAYTIE’S STORY
CARDIOLOGY
SYSTEMWIDE BRAND
AI Training – Marketing Team
The Marketing team recently completed targeted AI training focused on improving efficiency and decision‑making across key workflows.
Training included:
• Using structured prompts and customized AI agents to streamline content creation.
• Generative AI tools to accelerate design and imagery development.
• Advanced techniques for generating more specific, actionable analyses from reports and performance data.
Together, these capabilities are helping reduce manual effort, speed execution, and improve consistency and insights across marketing initiatives.
