St. Joseph's Hospital

“Healing Within. Advancing Throughout.”

Hospital Rebranding Campaign

Objective

  • To change community perceptions about where St. Joseph’s is headed and communicate that is has a vision of growth and is investing in what matters most – its people, its technology and the community
  • Before launching this campaign, St. Joseph’s did not have a strong visible presence in the community and many were choosing or being referred to more modern, nearby hospitals.

Target Audience

  • Residents of Highland and surrounding communities
  • Referring physicians
  • Hospital staff
  • Donors
  • Staff recruits

Implementation

  • Researched hospital competitors and interviewed key staff to identify what makes St. Joseph’s unique.
  • Enhanced logo for a clean, more dynamic look.
  • Developed new positioning slogan and brand promise that entire community can get behind.
  • Created concept, copy and design for 6 service line ads.
  • Three corresponding billboards, quarterly newsletters, an annual report and a completely redesigned website were also developed.

Results

  • Overall website traffic increased 62.74% - comparing total visits from September ’08 to May ’08 to September ’07 to May ’07.
  • 1st quarterly newsletter increased web traffic by 25%
  • The 2008 annual report (mailed to their entire service area – over 12,000 mailboxes) achieved the 3rd best results, regardless of it being a tough economic year.
  • St. Joseph’s service lines saw a significant increase: Total surgeries went up 19.82% over the previous year. ER visits went up 3.20%. MRI use went up 12.83%. Nuclear medicine went up 12.88%. Cardiac Rehab went up 43.27%. Audiology went up 11.79%.

 

 

 

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