BRAND STRATEGY FRAMEWORK - The Queensway Carleton Hopsital

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BRAND ANALYSIS 2016-2017

Transcript of BRAND STRATEGY FRAMEWORK - The Queensway Carleton Hopsital

Page 1: BRAND STRATEGY FRAMEWORK - The Queensway Carleton Hopsital

You da bes

BRAND ANALYSIS

2016-2017

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Table of Contents

Executive Summary 3

SWOT Analysis – Internal 5

SWOT Analysis – External 6

Profile of the Market 7

Population & Demographics 9

Patient Profiles 10

Segmentation 11

Positioning 12

Strategy for Defined Segments 13

Measure Success with KPI’s 14

Reports & Forecasts 16

References 18

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Executive Summary

Objective: The purpose of this study is to develop a brand strategy for the

Queensway Carleton Hospital brand, based upon a determined positioning

and the analysis of consumer behaviour of a defined market segment.

The Brand Strategy Framework of the QCH brand provides a comprehensive

and focused guide of the positioning, consumer behaviour, and

segmentation identified through analysis of the internal and external

environment.

Within this guide, a detailed profile has been generated of the four majoir

segments of patients to which the hospiral provides care. Positioning has

been identified based upon the QCH brand strengths in an effort to

differentiate the hospital amongst the competitive public healthcare market

within the City of Ottawa. A strategy has been developed for each specific

segment, followed by quantifiable key performance indicators utilized to

measure the success of these strategies on an annual basis.

In conclusion, by creating a strong brand strategy framework based upon a

defined market and consumer, the QCH brand can effectively cultivate

relationships with consumers, stimulate demand, increase annual

donations, and build brand equity.

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SWOT Analyis

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SWOT Analysis – Internal

STENGTHS:

The Emergency Department of the QCH is one of the busiest facilities in Ontario, serving over 70,000 patients annually

New Rehabilitation and Ambulatory Care Centres

The QCH utilizes a Triage system in which the most sick patients receive care first, ensuring that patients receive timely care based upon their specific needs

The ACE (Acute Care of the Elderly) Unit is a unique facility specializing in the most innovative and quality healthcare of elderly people

The Irving Greenberg Family Cancer Centre utilizes state of the art technology and innovative treatment techniques to care for the population diagnosed with cancer

WEAKNESSES:

The QCH brand has not defined standards surround sources of brand equity and the appropriate uses. For example, there have been several versions of the logo developed, various taglines, colour palettes, etc. To build brand equity the brand language will need to be maintained and monitored on an ongoing basis to ensure consistency

The QCH brand does not currently utilize every social media platform possible to its fullest potential

Engagement levels are low over various social media platforms: Facebook, Twitter, etc.

The QCH brand does not produce content that is both interesting and shareable over social media on a regular and consistent basis

Currently the QCH brand is positioned as the hospital for everyone, offering services for all age groups, without clearly defining segmentation. The brand will need to identify segmentation based upon the strengths of services offered in order to create focus and differentiate themselves within a competitive landscape

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SWOT Analysis – External

OPPORTUNITIES:

Currently the Baby Boomer demographic represents 1/3 of the Canadian population. By investing in research towards health services designed to address the specific needs of this segment, the QCH will stimulate demand.

Innovative technology.

The social media potential to encourage brand engagement and loyalty, while actively engaging the local community, is a free service that will prove to be a valuable resource.

Increased immigration and globalization has created the opportunity of new markets and services

THREATS:

The QCH brand has endured malpractice lawsuits over the years that have received significant media coverage and have subsequentially tarnished the brand’s reputation (ex: Theresa Lefebvre, April 2012 lawsuit).

Trends towards holistic medicine - research shows that, over the past several years, more and more Canadians

have been turning to complementary and alternative health care and natural health products to treat illness and

promote health.

The recent economic uncertainty could present possible budgetary restraints provided by the provincial government.

Economic uncertainty may also challenge the volume and quantity of donations from private sponsors

The competitive landscape of hospitals within the Ottawa market are strong, with defined positioning and brand awareness.

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Profile of the Market

The Queensway Carleton Hospital operates within a Masterbrand Strategy, competing with various other hospitals

within the Ottawa area. Each hospital is provincially funded, and specializations in specific areas, serving a defined

segment of the population.

The market of hospitals in Ottawa consists of the following framework (each hospital has a defined healthcare

specialization appealing to target segmentations):

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QCH: Geriatric Care Queensway Carleton Hospital provides Emergency, Childbirth, Geriatric, Mental Health, Rehabilitation, Cancer care, Medical and Surgical Services, and is currently undergoing expansion and renovation.

CHEO: Academic Pediatric Care Over the past thirty years, CHEO has established itself as a world-class academic health sciences centre providing leading-edge treatment, diagnostic and laboratory services for children and youth aged 0 to 18 years.

ROYAL OTTAWA: Mental Health Committed to serving the mental health needs of patients and families across Eastern Ontario. Also dedicated to exploring new approaches to mental health treatment through leading-edge research and education.

MONTFORT HOSPITAL: Fully Bilingual Montfort is a general hospital. All of Montfort’s services are offered in both of Canada’s official languages.

The Ottawa Hospital - Partnership with Ottawa U, Academic Research GENERAL: Rehabilitation Centre, Eye Institute CIVIC: Eye Institute RIVERSIDE: Day Surgeries

Profile of the Market

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Quantify: Population & Demographics

The QCH serves a specialized segment, as well as provides

general healthcare services to the mass populations (in

terms of surgeries, emergency care, etc.) The hospital has

defined the most vulnerable sectors, and has provided

services to these sectors based on their specific

healthcare requirements.

CANADIAN HEALTH CARE FACTS & TRENDS

85.1% of Canadians have a family doctor

The hospital serves one of the fastest growing aging populations in Canada, with 14% of its community

over the age of 65. This is expected to grow by 3.5% per year, doubling over the next 20 years.

Statistics Canada reports stress levels amongst Canadians are decreasing, more people claim to have

excellent health than ever before

One in five Canadians, 18 years of age or older (roughly 5.3 million people) reported height and weight that

classified them as obese.

Of the roughly 380,000 women who gave birth last year in Canada, less than 2 per cent, or fewer than

7,000, did so outside of a hospital

Smoking is out of Fashion

o In 2011, one in five, or about 5.8 million Canadians smoked cigarettes, more males (22.3%) than

females (17.5%).

o The smoking rate fell more rapidly among teens (15 to 19 years) than any other age group.

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Buyer Behaviour

Geriatrics Expecting Mothers

Palliative Care General Patients

Benefits Sought Most innovative, quality technology, services and health care to care for the specific needs of senior citizens

Most innovative, quality technology, services and health care to facilitate the birth of babies

Most innovative, quality technology, services and health care to treat a variety of forms of cancer

Most innovative, quality technology, services and health care to care for the health of the general public

Services Acute Care of the Elderly (ACE) Unit

Mother & Baby Unit Irving Greenberg Family Cancer Centre

Emergency Care Surgical Services Medical Services

Motivation Growing specific needs that progress with age

Pregnancy Suffering from various forms of cancer

Need of immediate care based on a variety of circumstance

Seasonality May be more vulnerable with the severity of the seasons (winter – common cold, flu summer – heat stroke)

Consistent volume of patients all year round

Consistent volume of patients all year round

Consistent volume of patients all year round

Access The QCH consists of one hospital, located in the west end of Ottawa, serving over 400,000

residents, ages 18+, and is a 264 bed facility. The various units of care are located within one central facility.

Communications & Relationships

Care Patience Understanding

Excitement Anticipation Emotional

Pain Fatal Rehabilitation

Pain Immediacy Frightened

Patient Profiles

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Segmentation

“Queensway Carleton Hospital is moving ahead to improve care for acutely ill older adults. The

Hospital serves one of the fastest growing and aging populations in Canada, with 14% of its

community over the age of 65, and this is expected to grow by 3.5% per year, doubling over the

next 20 years. Queensway Carleton Hospital’s Vision to provide exemplary care continues as it

pursues innovative programs and practices. QCH, recognized as a leader in providing care to

older patients, is embarking on a new program: the Acute Care of the Elderly Unit or ACE Unit.

This 34 bed, state-of-the-art unit will be the first of its kind in Eastern Ontario and only the

second such unit in Ontario.”

“Queensway Carleton Hospital is pleased to partner with the Canadian Cancer Society to provide

information and resources on cancer prevention, treatment and support.”

It is estimated that in 2015:

100,500 Canadian men will be diagnosed with cancer and 41,000 men will die from cancer.

96,400 Canadian women will be diagnosed with cancer and 37,000 women will die from cancer.

On average, 539 Canadians will be diagnosed with cancer every day.

On average, 214 Canadians will die from cancer every day.

The hospital has identified the need for quality treatment of cancer related illnesses, and has strengthened

the services they provide in accordance with growing trends.

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Positioning Geriatrics Palliative Care Brand Name Acute Care of the Elderly (ACE)

Unit Irving Greenberg Family Cancer Centre

Product category Health Care Services Target audience Ages 65+ Ages 18+

Primary benefit Quality & Innovative Healthcare

Support The ACE Unit provides state of the art care focused on the specific needs of senior citizens.

The Irving Greenberg Family Cancer Centre provides state of the art care focused on the specific needs of senior citizens.

Competitive set Brand new facility with state of the art technology, health care professionals with quality training

Logo/tagline, key message, etc “Your Health Care – Be Involved.” “People First. Always Caring”

“Accountability. Innovation. Respect.”

Positioning

For the population of the west end of Ottawa, the

Queensway Carleton Hospital is the only brand

among all hospitals (located in the city of

Ottawa) that specializes in the care of Geriatrics

because of the newly opened ACE – Acute Care

of the Elderly Unit.

For the population of the west end of Ottawa, the

Queensway Carleton Hospital is the only brand

among all hospitals (located in the city of

Ottawa) that specializes in the care of people

suffering from cancer because of the newly

renovated Cancer Treatment Centre.

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Strategy for Each Segment

The ACE – Acute Care of the Elderly Unit,

has been the subject of media coverage

over the past several years. The $9.6

million project will address the special

needs of the frail elderly and will help

prepare them for a return home. The unit

will only be the second in Ontario. The

strategy of this project will be to address

the needs of an aging population, thereby

solidifying the hospitals commitment to

serve the growing needs of the

population. The hospital has identified a

demand, and has supplied the services

necessary to fulfill these consumer needs.

The hospital plans to tailor marketing

campaigns surrounding the opening of this

project (2018) to promote awareness and

increase potential for funding.

The Irving Greenberg Family Cancer

Centre is the product of a partnership

between the Queensway Carleton

Hospital and the Canadian Cancer

Society to create superior health care

specialized in providing state of the art

cancer treatment and rehabilitation

services for people suffering from

various forms of cancer. The hospital

has recognized the need for such

services, with cancer rates increasing.

The creation of this centre will serve the

growing needs of the community

promoting cancer treatment, but also

prevention education. The hospital

plans to tailor marketing campaigns

surrounding the opening of this project

to promote awareness and increase

potential for funding.

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Measure Success with KPI’s

PERCEPTION

The overall perception of the hospital is positive, however there is room for improvement. The following areas

have been rated in order to analyze the general perception of the hospital:

Mortality rate after surgery 7.79 (National average 8.62)

Nursing-sensitive adverse events, surgical patients 28.26 (National average 35.99)

Nursing-sensitive adverse events, medical patients 38.46 (National average 29.19)

Readmission after surgery 6.00 (National average 6.51)

Readmission after medical treatment 13.24 (National average 13.31)

Google reviews provided by patients have rated the hospital 3 stars (out of a possible 5-star rating), with

reviews ranging from very positive to extremely negative.

PREFERENCES & LIKING

Although the QCH brand has utilized traditional media effectively in terms of print media, brochures, television

appearances, etc., the brand is not currently present on social media platforms (Facebook, Twitter, etc.) with

the exception of the QCH Founation. The brand will need to allocate resources in order to engage with a

younger generation through these channels.

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Measure Success with KPI’s

AWARENESS

The QCH brand is committed to providing the community with absolute transparency; on a monthly, quarterly

and annual basis the hospital will be reporting various infection rates and other information on our website.

The Ontario government has introduced full public reporting on eight patient safety indicators as part of a

comprehensive plan to create an unprecedented level of transparency in Ontario’s hospitals.

TOP-OF-MIND

As identified, the hospitals within the Ottawa market have chosen areas of specialization in order to achieve

top-of-mind awareness. By choosing the two most vulnerable sectors, supported by research to confirm the

growing need for these services, the hospital has chosen areas of specialization that will have the strongest

impact on the community.

The hospital also participates in various fundraising activities within the community (integrated marketing

initiatives) to better engage with the public outside of the hospital. By integrating into the daily lives of the

community, the hospital will promote top-of-mind awareness and brand loyalty.

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Report & Forecasts

The QCH brand publishes an annual document entitled “The Queensway Carleton Hospital Annual

Report to the Community” providing absolute transparency to sponsors, donars, and the community at

large. The community has the opportunity to review expenses, revenues, patient volumes, etc. in an

effort to develop trust of the fulfillment of brand promises and strategies.

The publication reads like a newspaper with attractive and

inticing headlines, compelling articles, case studies,

interviews, etc. Readers are invited to learn about the

hospital’s latest technologies and healthcare innovations,

can review physicians’ recommendations on anything from

dietary supplements to cooking tips, and are welcomed to

embrace a healthy lifestyle. Ultimately, the publication

serves as a tool to encourage interest in the various

programs of the hospital, increase awareness, and foster

brand relationships.

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Reports & Forecasts

Every year an independent, in

collaboration with the Board of

Directors at the QCH and a third

party group of chartered

accountants (Deloitte) a financial

audit is conducted and the

statement is released as public

record.

The document addresses annual

revenues, long-term debt, capital

assets, government funding, etc.

The hospital has received

consistent annual government

funding over the past two years.

QCH Foundation received $1.15M

in private donations during

2014/2015. These funds supported

hospital expansion, new

equipment purchases and

education at QCH.

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Deloitte LLP. (2015). The Queensway Carleton Hospital Audited Statement 2015.

[https://www.qch.on.ca/NewsroomFiles/Audited%20Satements%203-31-15.pdf]

Statistics Canada. (2015). Canada Community Health Survey.

[http://www.statcan.gc.ca/eng/health/index]

The Queensway Carleton Hospital. (2015). Report to the Community 2015.

[http://www.qch.on.ca/uploads/Communications/317017-QCH-Metroland-Centre-Spread-FINAL.pdf]

References