Portneuf Health Partners' re-branding campaign pays off with a 33% increase in web traffic, more than 16,000 clicks for online ads, and an influx of Facebook likes.
To stay competitive in a crowded marketplace and stem outmigration, Portneuf Health Partners, of Pocatello, Idaho relinquished its non-profit status and teamed with LHP Hospital Group Inc., a privately held hospital finance and management company based in Plano, Texas.
Portneuf Health Partners' recent re-branding campaign, which focused on humanizing the brand and driving volume to the newly privatized Portneuf Medical Center, resulted in a 33% increase in web traffic, more than 16,000 clicks for online ads, and an influx of Facebook likes.
To attract patients and retain staff, the community fixture voted to became a for-profit hospital and, in a joint venture with LHP, upgraded its facility, according to a case study by the health system's ad agency, Smith and Jones, of Troy, NY.
The joint venture built a brand-new hospital, added a Level II Trauma Center, oncology services and upgraded its medical technology and staff.
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"[However,] even though the community voted for this status change, and after all of Portneuf's positive transformations, there was still a negative perception of the medical center," the case study stated.
So Smith and Jones decided to appeal to the Eastern Idaho community's core values by positioning the hospital as one that has high integrity and humility.
The "All together better" tagline emphasizes the idea of working collectively to create a healthier community and a better place to live.
After rolling out to internal audiences, the campaign launched across owned, environmental, digital, and broadcast media. The campaign was "hyper-localized"—TV and web video featured community members and the local area's landmarks and scenery, according to the case study.
"Our goal was to introduce the new brand, Portneuf Health Partners, to the community and measure it in terms of awareness and engagement," Smith and Jones stated. As a result, Portneuf has seen:
- A 33% increase in overall website traffic
- A 37% increase in new web visitors
- Over 16,000 clicks for both search and display ads
- A 16 % increase in Facebook likes
- Double the post reach on Facebook
- A higher level of differentiation from competitors
"We rebranded the medical center as Portneuf Health Partners to reflect the partnership between the hospital group, non-profit health trust, physicians, and staff," the Smith and Jones case study states.