Hospital’s New Brand Driven by Focused Strategy
Situation:
A surgical hospital wanted to enhance its brand recognition and increase volume. Its market was competitive – two large hospital systems were well known in the region.
Solution:
6 Columns worked with the surgical hospital’s leadership team to develop a strategic plan that focused on the organization’s strengths, differentiators, and most profitable service lines. This strategy became the basis for a new integrated branding and patient engagement program that included:
- Website
- TV Commercials
- Physician and Patient Testimonial Videos
- Social Media
- Direct-to-Patient Communications
- Media Outreach
Results:
- Volume percentage increased by double digits.
- Newly launched service line completed approximately 3,000 procedures the first year.
- Public relations efforts resulted in 11 earned print media pieces.
- Physician and patient videos and live interviews were featured on local news programs.
- Direct-to-patient communications garnered a 32% average open rate (industry average is 25%).
- TV commercial created in conjunction with a local production company won a National Telly Award.
