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Adena Health System

Campaign to increase brand awareness and improve cancer screening rates


Components of this project:

  • Campaign strategy
  • 16-page bi-annual publication focused on cancer screenings written, designed, published and mailed to 50,000 households plus distributed throughout community in health centers and local businesses
  • 12-month direct mail campaign, featuring bi-monthly mailings on different cancer screenings
  • Social media campaign coordinated with direct mail campaign
  • Additional website content developed and promoted, including a video, infographics, SlideShares

Adena Health System

Adena  is an integrated health system with three hospitals and more than 150 employed physicians serving 13 counties across southern Ohio. Adena's challenge was two-fold: to increase awareness of its cancer services to stop out-migration of patients; and to improve cancer screening rates, which are the lowest in the state.

After working closely with Adena to write all of the clinical content for its redesigned website, Clementine Healthcare Marketing developed an ongoing cancer campaign for the health system to address these two challenges. Now going into its third year, the campaign has generated sound results.  

Key Results

Increase in screenings for major cancers

Increased cancer patient volumes over two years

Campaign cited by the American College of Surgeon's Commission on Cancer in its recommendation for accreditation.


Clementine always seems to be at the forefront of the digital marketing world. They provided new content for all of our service lines when we launched our award winning website in 2013. Since then, they’ve continued to deliver attention getting content and great work across all marketing fronts."

Michael McCorkle
Interim Marketing Director