St. Joseph's Hospital

“Healing Within. Advancing Throughout.”

Objective

To change community perceptions about where St. Joseph’s is headed and communicate that is has a vision of growth and is investing in what matters most – its people, its technology and the community
Before launching this campaign, St. Joseph’s did not have a strong visible presence in the community and many were choosing or being referred to more modern, nearby hospitals.

Target Audience

Implementation

Researched hospital competitors and interviewed key staff to identify what makes St. Joseph’s unique.
Enhanced logo for a clean, more dynamic look.
Developed new positioning slogan and brand promise that entire community can get behind.
Created concept, copy and design for 6 service line ads.
Three corresponding billboards, quarterly newsletters, an annual report and a completely redesigned website were also developed.

Results

Overall website traffic increased 62.74% - comparing total visits from September ’08 to May ’08 to September ’07 to May ’07.
1st quarterly newsletter increased web traffic by 25%
The 2008 annual report (mailed to their entire service area – over 12,000 mailboxes) achieved the 3rd best results, regardless of it being a tough economic year.
St. Joseph’s service lines saw a significant increase: Total surgeries went up 19.82% over the previous year. ER visits went up 3.20%. MRI use went up 12.83%. Nuclear medicine went up 12.88%. Cardiac Rehab went up 43.27%. Audiology went up 11.79%.