Jones and Thomas Successfully Launches DMH Heart and Lung Institute
Decatur Memorial Hospital
Heart and Lung Institute
Situation
Decatur Memorial Hospital (DMH) was the first hospital to provide open-heart surgery services to the Decatur community. (Previously, these services were an hour away.) This introduction provided DMH with a tremendous opportunity to expand on its already strong brand image. Because the public perceived open-heart surgery services as some of the most technologically advanced, DMH required a marketing effort that portrayed that expert image.
Primary Goal
We formulated many marketing objectives as part of the introduction of open-heart surgery services for DMH. However, four primary goals were developed as the basis for communications efforts.
- Raise the awareness of the DMH Heart and Lung Institute and its services.
- Educate the market on the risk of heart disease and the availability of cardiac care services at DMH.
- Increase community and physician involvement and support for the cardiac services program through the DMH Heart and Lung Institute.
- Address the competition’s long-standing position as the dominant provider of cardiac services in the primary and secondary markets.
Marketing Solution
Jones and Thomas developed several elements to address the introduction of open-heart surgery services at DMH. First was the creation of a brand identity including a service line logo and tagline: Getting to the Heart of the Matter, Where it Matters Most.
We also created a community tour featuring the lead cardiac surgeon, Dr. Ronald Meng. Dr. Meng spoke at a wide variety of community events and organizational meetings to introduce himself and talk about the expertise that he brought to open-heart surgical services in the Decatur community.
Next, we developed an advertising campaign focusing on the new physicians, services, and risks of heart disease to educate the community as to what DMH had to offer and why it was important.
Finally, several internal manuals were developed for patients who were going to need the open-heart surgical services at DMH. Each manual outlined the procedures that were going to be performed; the services that were available at DMH during and after their procedure was completed; and how they might be able to avoid the need for future cardiac procedures through better diet, exercise, and other lifestyle changes.
Results
DMH performed their first 100 open-heart surgical procedures three months ahead of the predicted time frame. Awareness of open-heart surgery services in the community went from zero to nearly 75% within the first year. DMH is now the preferred hospital in the Decatur community.
Highlights
Rollout most significant healthcare service offering in many years.
Need to raise awareness and educate consumers.
Establish expertise in a category previously owned by a competitor.
Engage medical community in the service line.
First 100 surgeries performed three months ahead of schedule.
Awareness of program reached 75% in the first year.
Services
Brand development, creative strategy and planning, audio and video production, event planning, media relations