Cardio Service Line Introduces Revitalized Mercy Health
Instead of announcing its rebranding campaign all at once, Mercy Health rolled out its new look and tagline one service line at a time. Investing in market research upfront has been key to its success.
This article originally appeared in Healthcare Marketing Advisor, September 2013
Catholic Health East's Mercy Health System, a four-hospital system with senior and long-term care services based in Philadelphia, serves the Delaware Valley, which includes counties in Pennsylvania, New Jersey, Delaware, and Maryland. Patients who live in this area have access to some of the most highly acclaimed hospitals and health systems.
To compete for patients in a crowded and high-profile market, Mercy Health officials decided to do things a little differently to revamp the system's image. The organization developed a marketing strategy that rolled out its revitalized brand one service line at a time.
"We have very limited resources," says Gabrielle DeTora, principal of DeTora Consulting, who acted as interim chief marketing officer for Mercy Health during the development of the campaign, which kicked off in 2012. "Mercy probably has a marketing budget for all four hospitals equal to one competing hospital. In order to get the reach we needed, we took a pulse approach."