Healthcare Marketing
for Heart City Health
Exponential Impact for FQHC Through Strategic Marketing
How Momentum Marketing Consultants Helped Heart City Health Grow Self-Pay and Commercial Revenue—and How Other FQHCs Can Do the Same
Heart City Health is a non-profit Federally Qualified Health Center (FQHC) that provides a variety of healthcare services in Elkhart.
Even though Heart City Health has been in Elkhart since 1993, there was a gap in the community’s awareness and understanding of their brand and services.
We were tasked with improving the organization’s brand awareness and increasing their appointments across locations.
TOTAL PATIENTS CONTINUE to grow and the percentage of Self- and Commercial-Pay has increased from 35% to 36% of total revenue sources in 2023 and 2024.
Raising Patient Counts, Communication, and Patient Revenue Growth
Marketing Services for Heart City Health
Heart City Health played a big part in their own success story. While they expanded and improved their services and patient care, we boosted their local SEO, expanded their brand presence, and promoted their key services and events.
Introduction: A Partnership for Progress
In an era where Federally Qualified Health Centers (FQHCs) must expand their reach beyond Medicaid and grant-based models, marketing is not optional—it’s essential. For Heart City Health (HCH) in Elkhart, Indiana, strategic marketing didn’t just change public perception—it changed the trajectory of the organization.
Momentum Marketing Consultants (Momentum) has served as the strategic marketing arm for HCH since 2018, transitioning into its sole agency of record in 2021. In that time, patient counts have risen, self-pay and commercial-pay visits have grown steadily, and community perception has evolved from “free-only” care to trusted, quality healthcare for all.
Challenges Before Momentum
– HCH was perceived primarily as a “free clinic.”
– From 2016 to 2018, average patient volume decreased nearly 3%.
– There was limited digital presence and outdated communication strategies.
– The community lacked awareness of services available to everyone, regardless of income or insurance type.
Digital Advertising
Digital Ads
We run Heart City Health’s ads on Facebook, Instagram, LinkedIn and connected TV to reach their patients and potential employees.
SEO
SEO
In 2019, Heart City Health averaged around 1,000 sessions per month from organic traffic. Our SEO efforts helped boost this to nearly 3,300 monthly sessions from organic search.
Automation
Automation
Through automated messaging, we direct appointment requests and send automatic follow-ups to patients. Heart City Health can see how patients engage with them online.
Momentum’s Approach
Momentum became fully integrated with HCH’s team, participating in morning huddles, updating materials daily, and acting as both strategist and executor.
Key Tactics Included:
– Consistent social media campaigns (Facebook & LinkedIn)
– Video storytelling with real patients and providers
– Targeted digital advertising, including Google, Hulu, YouTubeTV, and Roku
– Website imagery redesign and backend upgrades
– SEO optimization leading to 4,400+ monthly organic visits
– Updated collateral for every department
– Radio ad creation for LaRaza and Froggy stations
– LinkedIn recruiting campaigns
– Annual reports and billboard campaigns
– Integrated online scheduling tools
Results That Speak Volumes
From 2019 through 2022:
– Total patients increased by 6.6%
– Patient service revenue increased by 27%
– Self-pay and commercial-pay patients grew each year
The share of revenue from self-pay and commercial-pay patients increased from 35% in 2022 to 36% in 2023. The growth continues and can be found in annual reports on the website.
“Simply put, Momentum Marketing exemplifies customer service and creativity. No matter how big or small the project, Momentum’s communication and attention to detail are second to none. Their knowledge and experience in the marketing industry are unmatched and it is obvious that they take great pride in the professional quality of their work.
They are always quick to respond and they always produce a polished product that is tailored to the exact audience we are trying to reach. Their enthusiasm for marketing is evident in all they do and it is a true pleasure to recommend Momentum Marketing.”
-LaLaesha Black, Heart City Health (emphasis added)
