There is some evidence that the hospital system is seeing real results from its campaign. DeTora says Mercy Health's goal of increasing inpatient invasive surgery and outpatient noninvasive surgery is on target, noting that all areas of cardiology services have increased in volume by 10%. Leadership at Mercy Health is also happy with the results.
"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."
DeTora says the key component in developing this branding campaign was time spent talking to and surveying consumers. It really helped the system understand what its patients wanted and valued.
"What was most interesting was the quantitative and qualitative market research that inspired the campaign," says DeTora. "We really tried to understand what was more important to the consumer first. In looking at ourselves from the inside out, we really understood spending time with patients was a big differentiator for us."