Research Boosts Branding Results; Here's Proof
The message that consumers responded to the most was one that identified Mercy Health as a hospital system that would take the time to get to know patients and their individual issues. DeTora notes a key component of the campaign even came from its focus group research with consumers.
"The idea that the consumer defined a top doctor as somebody who would spend time with them, not treated like a number, became the tag line, "You Deserve More," she says.
The revitalized brand was rolled out during subsequent service line campaigns, the first being cardiology in 2012. In year-over-year results, call volume is up 40%, its website traffic has increased 50%, and all areas of cardio services have increased in volume by 10%, which makes leadership happy.
"We are very pleased with the campaign," says Daniel Bair, FACHE, administrative director, cardiovascular and radiology services for Mercy Health System. "Even with our limited resources and a highly competitive market, the results have been within expectation on most fronts and exceeding expectations on many others."
Going beyond the standard consumer preference survey may mean extra money upfront, but as DeTora points out, for systems with limited resources, it pays off because the organization knows the consumer better and can craft a meaningful message instead of just a catchy one.
Jacqueline Fellows is an editor for HealthLeaders Media.
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