What's The Point(e)? Crafty Ideas Closer To Home

Davis Health System Davis Health System is a regional healthcare provider committed to providing patient-friendly, quality healthcare in five regional counties. They maintain a base support comprised of nearly 1,000 healthcare professionals and operate four hospitals across their area. Davis offers technologies and specialties that are equal to that of larger hospitals. As impressive as their facilities, equipment and credentials are, they noticed a decline in visits due to bleed over of marketing from other healthcare providers in nearby metropolitan areas. An analysis revealed that the residents of their service areas were oblivious to the existence of Davis’ advanced healthcare technologies and perceived larger cities had better equipment. Therefore, residents failed to recognize the value of being able to access these services in their own area. There had never been a brand management system employed and their brand equity needed to be exposed. It was important to articulate the scope of their services, Davis’ importance to their service area and the patients’ benefits of being treated within their rural communities. Organizing their scope of services and articulating in a manner that differentiated each service helped educate the public within their service area about technologies available. The technology campaign rolled out to “stop the bleeding” created by the marketing efforts from metropolitan providers. The campaign needed a point of competitive separation that could be exploited to connect Davis with their rural communities and made other providers more distant. “Closer to Home” was the line that articulated the importance of distance, the sense of community pride and supporting local citizens. It also exploited the convenience of these services.
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