HEALTH CARE

Case Study : Methodist Hospital

Making a Remarkable Hospital Impossible to Ignore.

For six years, Methodist Hospital's community awareness surveys showed a lower recognition of the hospital's specialty services than what hospital officials liked. The hospital also faced the challenges of changing demographics, increased managed care, and more competition. The hospital retained The Identity Group to help solidify its image and recapture patients.

"Methodist, Medicine and Me," a major top-of-mind awareness campaign, was launched. Tactics included newspaper advertising, direct mail, movie theatre ads, street banners and internal promotion, achieving an estimated 26 million exposures.

The Results: Awareness of Methodist Hospital and its specialty services has increased dramatically in target cities, and has boosted the esteem and pride of employees, physicians, and donors.