Project: Market positioning and community relations.
Goal: Increase community awareness of the hospital’s quality of care.
Scope: Our initial work with RMH included market research that was followed by multi-media and internal communications programs that focused on staff capabilities and attitudes. We introduced the positioning statement “Total Commitment. Total Care.” which today is completely integrated in the hospital’s marketing efforts. The theme also serves as the foundation for in-house training and education programs. Over the years we also have provided public relations counsel to assist the hospital in managing community and media relations.
Specific work for RMH has included television, radio, print, and billboard advertisements targeting their immediate community and surrounding markets, as well as nurse recruitment materials aimed at regional and super-regional markets.
Outcomes: Follow-up research has shown dramatic improvements in perceptions related to quality of care.
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