Case Study: Nacodoches Medical Center
Nacogdoches Medical Center
Location: Nacogdoches, Texas
::Background::
Nacogdoches Medical Center, a 350-bed hospital located in Nacogdoches, Texas is part of the Tenet Healthcare system and is committed to delivering safe, cost-effective care to the community and the patients they serve.
::Issue::
Nacogdoches Medical Center (NMC) partnered with Encore Multimedia when it needed a full service marketing, advertising and consulting firm to help turn around their loss in market share due to a poor image in the community and general lack of awareness due to an aggressive advertising competitor.
::Strategy::
Encore identified the following marketing objectives for this client:
- Heal a poor community image regarding the view of hospital service and employees
- Increase the market awareness of this client
- Educate the community on the service lines the hospital has to offer
- Increase the share of business the hospital has in key service line areas
- Assure that the community is informed of their growth and positive changes.
The Encore Creative Team developed a marketing campaign that utilized local people who shared their testimonies about how the hospital and staff were instrumental in their healing. Newspaper ads, billboards, and collateral material ran in conjunction with television advertisements to saturate the community with the message, "Nacogdoches Medical Center - We're with you for life."
Encore carried the campaign's mission into the following year creating a "Service, Care, Quality. . .Our Name is on the Line" campaign that promoted the idea that the hospital and its staff pledge to provide Service, Care, and Quality to all of its patients. This campaign was designed to increase morale and a deeper commitment by hospital personnel and to endear the hospital to the community.
::Results::
Both the campaigns were wild successes among the community and hospital employees. The hospital has seen a dramatic increase in its overall volume of business. Employee morale has soared because the employees now feel that they are a larger part of the hospital's public image. The hospital was so proud of the campaign that it commissioned Encore to create a 4 x 8 wall mural, highlighting the campaign and the hospital's pledge, which will be positioned at the entrance of the hospital, as well as at several other locations throughout the hospital. The campaign, hailed by NMC as the most successful ever, continues to yield positive community relations and increased revenues to the bottom line of the hospital.