Recent circumstances at Metro Health have dramatically shifted their trajectory in West Michigan. While always respected, its perception as an advanced health service provider often trailed other systems in the market.
Metro Health Client Profile
An affiliation with Michigan Medicine has provided an opportunity to adjust its positioning and adjust perceptions in the marketplace. To trigger an interruption in long-established views, ddm partnered with Metro Health to develop a communications platform intended to signal a change was happening that was worth noticing.
"It's Happening Here" Brand Campaign
An affiliation with Michigan Medicine has afforded Metro Health the opportunity to take a giant leap to a new role in the market. To reflect a change in its system offerings, Metro Health needed to clearly signal its new approach to marketplace. ddm developed a brand presence that signaled this wasn’t just a name change. It was a platform to enthusiastically promote clinical credibility of its hospital and employed medical staff, as well as enhance their overall image and reputation as an extension of a nationally recognized and respected health system.
Primary Care Campaign
Metro Health has developed a network of 16 neighborhood physician offices that serve 150,000 patients throughout West Michigan. With a goal to double the number of covered lives in the next five years, ddm developed a year-round engagement effort to generate measurable outcomes (new patients and patient encounters) via condition-based physician and location marketing.
Heart & Vascular Care Campaign
In a market with significantly competitive heart and vascular services, Metro Health had quietly amassed a quality team of experts and enhanced capabilities, including a new cardiovascular rehabilitation center. A comprehensive effort was developed to ‘reintroduce’ Metro Health’s team, educate the market of its resources and distribute peer-level stories to both consumers and referring physicians.
Comprehensive Stroke Care Campaign
Committed to strengthening its hospital-based services, Metro Health’s neurosciences department added significant resources to its team to allow for expanded and comprehensive stroke care. ddm developed a number of initiatives key to consumer awareness and education, as well as physician resources and support, to re-direct qualified referrals to Metro Health.