Lisa Burzynski, Director of Marketing, Beverly Hospital
Four years ago when we hired Duffy & Shanley to position Beverly Hospital for cardiac care, the agency strongly recommended an overall re-branding of the Hospital first instead. They were right. The new campaign took a different creative tack than most health care advertising, focusing on people vs. equipment and technology – how BH touches the everyday lives of people in our community. And it proved pivotal in the success of all our service lines – including cardiology.
After the first wave of the new campaign, awareness was up 20%. We eclipsed our largest competitor in favorability, with consumers considering BH “my hospital” and, true to our original goal, we gained share as a “preferred” medical center for cardiac care.
It’s been a resounding success that we’ve continued to build on. With our longtime D&S partners we’ve evolved the campaign each year – fresh new spots, print and outdoor, new strategies for direct marketing, and viral campaigns - to serve the Hospital’s growth. After our Fall 2006 flight, research showed we’d overturned our primary competitor: despite spending exponentially more than us, they no longer have a significant market advantage. But it’s not just about awareness and preference: we see volume increases in key services like our Level III Trauma Center, in response to our advertising.
And we continue to be stunned by the recall of our creative. Our research firm tells us they’ve never seen anything like it. The market now really knows who we are and what we stand for; it’s amazing to hear the messaging from the campaign repeated back in our research: “…they have good cardiac care, oncology and women’s healthcare…;” “…how many people are happy with the hospital and the care they have received over the years…;” “… a man and his son on the beach, how he had survived cancer because of Beverly Hospital…;” “…it’s the hospital for our community…;” “…the first day of the rest of my life…;” “…the day I was born…”
This fall, we’re moving into another new phase in our branding, to face new challenges. Another evolution. We’ll be back to share that work – and results – soon.
