Davis Health Builds a Community of Quality Care
“Mythology guided us through a comprehensive strategy to benchmark community perception, set measurable goals and evaluate our progress.”
Elizabeth Teets, Marketing Director, Davis Health System
Industry: Healthcare
Description:
A regional healthcare system with four hospitals in the North Central West Virginia.
Marketing Challenge:
CEO Mark Doak knew the healthcare Challenge: system was falling in consumer confidence and suffered from a lack of awareness of important new high quality services that would keep the system competitive with larger hospitals.
In addition, the team at DHS also wanted to gauge how aligned their employees were. Did they believe in the quality of DHS, and could their passion be a part of the solution?
Solution:
To set a baseline, Mythology embarked on a comprehensive effort to understand where DHS really stood with consumers, constituents and employees in terms of image and awareness. Next, we tested several variations of messages to tease out which top-level tagline and which supporting brand message pillars would be most effective in changing minds.
The recommendation? The "Your Community of Quality Care" value proposition, tagline and campaign strategy emphasized DHS' unique differentiator ("we're in your community") and its "surprise" value (high quality service far beyond what is expected of a local small community hospital).
Finally, we developed an in-depth engagement plan designed to get the message into the right minds in the most effective manner and worked with DHS’ advertising agency, Pikewood Creative, to plan a smooth execution that followed the plan.
Results:
The “Your Community of Quality Care” campaign raised key indicators of quality and confidence across every single topic measured vs. regional competitors and increased awareness of DHS’ strategic new health services such as cancer care.
Finally, we developed an in-depth engagement plan designed to get the message into the right minds in the most effective manner and worked with DHS’ advertising agency, Pikewood Creative, to plan a smooth execution that followed the plan.
Results:
The “Your Community of Quality Care” campaign raised key indicators of quality and confidence across every single topic measured vs. regional competitors and increased awareness of DHS’ strategic new health services such as cancer care.