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