It is not unusual to run into a hospital or health system where there is a gap between how the organization’s brand is perceived in its service area and who that organization is today. Old reputations die hard. It is a truth that, as consumers, we are often lazy. Once we think we know something, we lock on to that knowledge or perception, and we look for evidence to reinforce it. This approach helps us to make sense of the world in which we live. So it takes a significant effort to shift those long-held perceptions. That is certainly the case with Lawrence General Hospital in Lawrence, Massachusetts.
After some significant qualitative and quantitative research as part of a brand perception study, we found that many of the perceptions of Lawrence General Hospital were related to people’s feeling about the town of Lawrence, rather than the hospital itself. The town has gone through a significant period of decline (now reversing that trend) and developed a reputation for being unsafe and run down. That negative perception impacted how people perceived Lawrence General Hospital and their willingness to visit the hospital.
Rather than focus on the amazing things happening at the hospital, people were quick to turn to previously held perceptions of the hospital based on what they think they know about the area/town. Therefore, a gap has developed between perception and reality. And the unfortunate truth is that perception is reality when it comes to branding. At the same time, Lawrence General Hospital is transforming the way it delivers care within the region, and is evolving from a hospital to a true system of care. Today, it is more than it ever was; and it is positioning itself to be thrive in the new healthcare environment.
My firm was hired to conduct a brand assessment and develop the ensuing brand strategy and marketing program – which we are calling the brand elevation campaign. I thought I’d share some of the pieces from the campaign with you. This is truly a multi-channel, integrated marketing program featuring digital and traditional elements. It is the result of a terrific partnership between my team at Jennings and the marketing team at Lawrence General Hospital. The messaging, imagery and ad concepts were tested with consumer groups throughout the creative development process – and refined at each step of the process. The creative was also informed by the extensive quantitative consumer research that preceded it.
Employee Posters
As with most campaigns we produce, this one kicked off with a strong internal component. It is vital that the internal audience is on board and well informed about any new marketing initiative; this helps them to be informed brand ambassadors! In this case, the internal brand constituents were involved in the research process and with the roll out of the marketing program. Depicted below are static cling posters that were put up throughout the health system. The internal campaign included posters (clings), table tents in the cafeteria, banners, digital signage and newsletter articles. The materials were sure to create a buzz because they featured real employees of Lawrence General Hospital.
Print Ads
Ad Copy (click on image to enlarge):
Ad Copy (click on image to enlarge):
Ad Copy (click on image to enlarge):
Online Video (Surgical Weight Loss Program Focus)
Online video typically plays a significant role in most of the marketing programs we produce. In this case, the video will be shared on the hospital’s website, YouTube, Facebook, and Google+, among others. We are also running online video ads using Facebook, YouTube and several other digital channels/networks. Below are a few of the videos from the campaign; these promote bariatric surgery specifically. Overall, there we nearly 20 videos produced as part of this marketing initiative.
Digital Ads
Transit/Outdoor
It’s good to see that many of perceptions of any hospital were related to people’s feeling about that town rather than the hospital itself.
Providing world-class care in the hospital, close to home is enough to make a brand elevation campaign.