Expanding brand relevance through strategic repositioning
How can an ideal location work against you?
A state-of-the-art facility and a model of advanced healthcare delivery, Greenwich Hospital is known for the exceptional quality and delivery of its care, as well as its community involvement. But the hospital’s brand equities (high quality and exclusivity) paralleled those of its primary constituents, and conflicted with its growth strategy beyond its limited, affluent borders.
The challenge was to shift away from the perception of ‘exclusive healthcare’ and make the promise of personalized, high quality healthcare believable to those beyond the immediate service area. Our goal was to migrate Greenwich Hospital from one with an undeserved reputation for exclusivity to one of inclusivity and wonder.
By linking the organization’s “service excellence” experiences to its exemplary outcomes, Greenwich had the potential to own the thing that people want most from a hospital – a remarkable experience and recovery – no matter who you are or where you live.
A remarkable healthcare experience, built around you.
For a healthcare experience to be extraordinary – and open to all, — it has to be personal. While all are welcomed, Greenwich Hospital also recognizes that no two people are alike. People have different physical characteristics and different beliefs. They have unique lifestyles and may not all share the same values. Everyone is unique; and therefore, no two approaches to treatment should be the same. The Greenwich Hospital brand conveys the idea of Real Life. Real Care, which addressed all aspects of one’s life; all dimensions, all parts.
Communications featured the Hospital’s modern facilities, resources, and innovative treatments, but it was the remarkable compassion patients received that most defined their experiences and set the stage for exemplary outcomes.
Now, exclusivity is available to all.
At the end of one year, patients coming from beyond the Greenwich service area increased from 25% to 40% of total census.