The Challenge
Rural community hospitals across the country are struggling to fight legacy brand impressions and subsequent outmigration. Cullman Regional was no different. With Birmingham being just a short drive away and no compelling messaging in the marketplace, residents of this Alabama town held little affinity for the community hospital. Soon, however, all that would change.
Deliverables
- Qualitative Study
- Brand Positioning
- Brand Platform
- New Logo
- Visual Identity
- Style Guide
- Online Web Strategy
- Content Curation
- User Experience Design
- User Interface Design
- Development
- Omnichannel Campaign
- Social Media Strategy
- Social Posting
- Integrated Media Plan & Buy
The Ignition Process
Discovery
An in-depth qualitative study revealed that residents of Cullman are taking more ownership of their health. They are actively looking for services, resources and information to help improve the quality of their lives.
Strategy
Research indicated that residents would respond favorably to a hospital that acted more as a coach – a partner vested in their health. Our strategy was to position Cullman as the community-focused hospital that offers wellness resources and expertise to promote a healthy way of life.
Creative
An integrated, omnichannel campaign positioned Cullman as your partner in health, introducing the new tagline, ‘Live Exceptional.’ We created awareness of the fact that the hospital offers over 1000 community programs.
Metrics &
Refinement
The halo effect of the new positioning has impacted the hospital in a number of ways. Total volume increased 20.6%, year over year. Service lines are up – Cardio by 34% and Imaging by 7.7%.
