Getting surgical in a crowded health services market.
For more than three decades, Metro Health was considered by the West Michigan community to be “a reliable health services provider.” Yet its overall perception as a leader trailed other systems in the market. Metro Health was able to keep pace with its larger, more prominent competition through service growth and innovation. But it was rarely recognized as a clinical leader performing the most complex procedures and services.
Challenge
Using its new affiliation (and later full integration) with University of Michigan Health as a springboard, Metro Health adjusted its positioning and dramatically shifted perceptions in the marketplace. Its association with one of the top health care systems in the country, a commitment to expanded specialties services, and a sizeable investment in both technology and research presented an ideal opportunity to trigger an interruption in long-established views. And it was the perfect way to break free of its 3rd place ranking in a rapidly growing West Michigan health care market.
solution
Through our integrated partnership with Metro Health, we developed a communications platform which left no doubt that a very clear change was underway. It was a dramatic positioning shift with implications reaching far beyond a simple name change or the construction of a few new buildings. Communication tactics included a refreshed visual and messaging ecosystem, delivering a fresh, bold interaction that raised awareness of its new, existing, and future capabilities within the market.
Results
Multiple executions were deployed, including digital and traditional advertising campaigns, paid search, social media, and continuous public relations initiatives. These efforts lead to a significant elevation in brand awareness/perception, and a considerable increase in patient visits to primary care, urgent care, and specialty service lines such as OB/GYN and cardiovascular care.
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