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Challenge:

Determine the essence of the Chilton Medical Center brand and implement an integrated marketing communications strategy.

Action:

Conducted internal and external audits, community and programmatic assessment studies, focus group studies and established measurement models, to re-brand CMC. The tagline “Discover a higher level of care” was used to target five specific niche markets; Women, Men, Geriatrics, Pediatrics, and ages 44-64 with specific deceases. SGW’s integrated marketing communications strategy included; advertising; mixed media; public relations; direct response; collateral materials and a new website.

Result:

Visits to CMC increased by 9.5%, and CMC recognized a 20.6% increase in a Top-of-Mind Awareness Hospital Branding study conducted by the National Research Corporation.