Health Management Associates, serving 60 hospitals, 100 clinics, and over 3.5 million people, attributed over 50% of its total revenue to ER visits. It’s no surprise that when wait times, and complaints, began to rise, they looked for a swift solution. The “29 minutes” campaign was created to support a HMA promise: that no patient would need to wait more than thirty minutes to receive quality ER care. Comprising TV, radio, outdoor and print, the campaign launched in 10 markets across the country, and made an immediate impact. ER traffic improved by 15% following the initiative, while major competitors saw a 14% decline in traffic in turn.