"When you look at what Mercy can offer—they can do all of the same things as other community hospitals and then some—so we tried to level the playing field," says DeTora. "What's the difference? We really take the time."
The new brand and messaging concept was delivered in a multimedia ad campaign promoting Mercy Health's cardio care. For example, the print ad in the Philadelphia Inquirer stated, "Premiere Heart Surgeons? You Bet. But you deserve more.
The other ads are similar, with text explaining that "You deserve more" means more understanding from Mercy Health physicians and nurses.
The campaign also included a microsite, TV, direct mail, newsletters, banner ads that were interactive, heart healthy recipes, cooking videos, and physician marketing. Unique Web traffic went up 50%, and call volume from the campaign went up 40%, year over year.
Web and call inquiries are soft measures of consumer interest, and DeTora says Mercy Health is now working toward a new customer relationship management system that will identify how many calls lead to appointments, then procedures, and so forth.