A friendlier tone and messages restores luster to the image of a regional healthcare leader beset by bad publicity
About the Client
King’s Daughters Medical Center (KDMC) is a regional health system serving a 10,000-square-mile area that includes parts of West Virginia, Ohio and Kentucky. In order to meet the needs of this geographically dispersed populace, KDMC has a large hospital in Ashland, Kentucky, as well as dozens of satellite facilities (urgent care centers, primary care centers and specialists offices) spread across the tri-state region.
Layoffs, bad press and declining volumes
Although the agency’s work for KDMC had produced extraordinary results in years past, 2010 proved difficult at best. The organization was hit with a barrage of bad press, mostly related to a public dispute with union leaders about layoffs stemming from a downturn in the economy. It seemed the region’s most successful healthcare provider was moving in the wrong direction.
The community and hospital staff needed to be reminded that KDMC is a force for good.
Although the agency had not received an “assignment” from the client, we knew it was time to change the conversation in the marketplace. We needed to figure out a new way to leverage KDMC’s portfolio of brands in a way that demonstrated the health system wasn’t an uncaring behemoth as portrayed in the press, but a caring group of people who go out of their way to make great healthcare more accessible than ever before.
Demonstrate how we make healthcare more accessible
Leveraging the tagline, “Taking Medicine Further,” the agency created a three-minute movie that conveyed a new vision for the brand. It provided a refreshing voice, one that was softer and more likable. The movie also unveiled a new brand promise: you don’t have to come to KDMC, we’ll bring world-class medicine to a facility near you. Some of our reasons to believe included: highlighting the mobile medical services; demonstrating all of the access points patients have to KDMC; online access to medical records and an iPhone app that BPD developed that provides directions and wait times for the nearest KDMC facility. The movie was so well received it was immediately converted into a regional TV and radio campaign and used internally to motivate team members.
Improved employee morale and stabilized volumes
King’s Daughters has not only regained its footing in the marketplace, but the swagger of its own employees has begun to return.