“The Arizona Heart Institute represented one of the first alternative means of entry for patients seeking cardiac care. Initially the Arizona Heart Institute was not embraced by many in the medical community. Today, however, it is widely recognized as one of the nation’s most innovative facilities.�? John Goodman, from The Future of Cardiology - The Master Strategic Plan

Arizona Heart Institute Health Care Marketing Case Study
Phoenix, Arizona

The Arizona Heart Institute (AHI) is one of the leading institutions in the United States for cardiac care and innovation. Banahan.Communications, a health care marketing agency, assisted in AHI’s success through contributions in both the operational and marketing areas. Activities included changing AHI’s infrastructure and support systems and acting as an effective liaison between AHI and affiliated hospitals. Banahan.Communications also identified and attracted symptomatic patient volume with highly effective marketing and educational programs.

Highlights included:

• Coordinated ABC Television 20/20 Heart Test Program
• Developed and built the Heart Transplant Program at St. Joseph’s Medical Center
• Orchestrated AHI transition from St. Joseph’s Medical Center to Humana Hospital, Phoenix
• Developed satellite cardiac facilities (rural markets)
• Recruited and hired physicians and medical personnel
• Originated medically illustrated ad campaign
• Marketed First International Heart Symposium
• Marketed Celebration of the Heart Event
• Secured BlueCross BlueShield of Arizona contract for AHH