Healthcare Brand Surpassed "Most Preferred" Status by 7%
Results
- #1 Most Preferred area hospital after rebranding (7% lead over the next most preferred)
- 150 Media impressions (outperforming goal by 50%)
- 211,000 Added-value media impressions (surpassed goal by 44%)
Challenge
Akron General Health System needed to increase awareness and usage among insured patients while facing funding challenges and the intense competition that comes with providing healthcare in Northeast Ohio.
Insight
Having a choice in healthcare options was extremely important to the community, but it meant different things to different target audiences. Consumers want to be educated and informed, not limited. Referring physicians wanted to be empowered to choose a health system that is right for their patients and right for them. Lastly, employees wanted a place where they can make the best choices for their patients and grow as people and professionals.
Solution
hfa developed a new brand position and strategy that centered around choice and empowerment, delivering on the emotional needs of each target audience by demonstrating why they can choose Akron General Health System with confidence. The brand’s messages reached the public through local broadcast media and print publications, outdoor ads, digital placements, community sponsorships and events, and even street teams.