MARKETING HEALTHCARE TODAYVOLUME 9 - Issue 2

The Corvallis Clinic Foundation’s Puttin’ on the Pink event celebrated the journey of cancer survivorship in 2012.

The “Brand Champions” Campaign supported rebranding of The Reading Hospital to Reading Health System.

HCA Virginia and Franklin Street Marketing created a campaign to build a new, unified brand platform.

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MARKETING HEALTHCARE TODAYVOLUME 11 - Issue 2

To protect it, you need the most advanced technology you can get. That’s why HCA Virginia has the area’s

only Gamma Knife for safely destroying brain tumors. The most experienced da Vinci robotics team in Virginia.

And hybrid operating rooms and cath labs designed for the latest cardiovascular procedures. Insist on the

health system with tools like these when it comes to your life. Because you only get one.

FIND A PHYSICIAN AT 804-320-DOCS (3627) OR HCAVIRGINIA.COM.

LIFE / YOU ONLY GET ONE.

CHIPPENHAM / HENRICO DOCTORS’ / JOHN RANDOLPH / JOHNSTON–WILLIS / PARHAM DOCTORS’ / RETREAT DOCTORS’

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INSIDEWHAT’S

and much more…

20 MHT Vol.11 Issue 2 • 2013 www.MHTmagazine.com

readInG healTh sysTem “Brand champions” launch campaign

O R G A N I Z AT I O NI N F O R M AT I O N

READING HEALTH SySTEM Contact: Ann Valuch, Director of Marketing

220 N. Park Rd., Bldg. 9AWyomissing, PA 19610

Contact: (484) 628-9090

AG E N C YI N F O R M AT I O N

TRAJECTORyContact: Randi Brody20 Community PlaceMorristown, NJ 07960

Contact: (973) 292-1400rb@trajectory4brands.com

TA R G E T A u D I E N C E

External• Women and men, ages 25-65, both primary and secondary service areas

• Community, business and political leaders

• Prospective employees and affiliatesInternal

• Medical providers and non-medical staff and team members

•Foundation, volunteers and other key constituents

M E D I A u S E D

Television, Video, Newspaper Ads,Magazine Ads, FB/Twitter/youTube,

Geo-targeted Rich Media, Billboards,Cinema Advertising, Custom Microsite,

Radio Sponsorships

D u R AT I O N

November 2012 through February 2013

For over a year, Trajectory collaborated on rebranding The Reading Hospital (former name), a comprehensive regional health system in Pennsylvania with a 148-year history. This strategic initiative included development of a brand platform, new brand architecture, logo, namingconventions, brand identity materials, and tagline to better represent the organization’s collective vision as itadvances in the changing world ofhealthcare. The evolution to Reading HealthSystem reflected the depth and breadth of their capabilities and expertise across an ever-expanding system of care. AndAdvancing Health. Transforming Lives. –their new tagline – conveyed the essence oftheir brand and established key motivationsfor internal audiences as well as setexpectations for the communities they serve.

To engage employees as well as launchthe new Reading Health System brandexternally, the “Brand Champions”campaign was developed using team members as the genuine voice of this progressive health system. All creative and messaging focused on communicating the comprehensive, quality care available across diverse clinical specialties andfacilities. All marketing components showcased the organization as strong, passionate and multi-faceted, ensuring its communities thrive now and into the future – by empowering individuals to live their strongest and healthiest lives.

Magazine Ads

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The re-branding was supported by an integrated, multi-media campaign targeting both primary and secondary service areas. It included television, print advertising, out-of-home (billboard and mall), online rich media, cinema advertising, and radio sponsorships – using a call-to-action and QR codes that drove people to a custom mobile responsive microsite developed exclusively for the re-branding.

Core to this campaign were components focused solely on educating and rallying over 7,300 team members across 63 locations. Internal efforts included a pre-launch teaser campaign to build excitement followed by launch events, a vision video, brand book, promotional items, internal signage (elevator wraps/posters and revolving door posters), and table tent cards in various facilities and physician offices. The re-branding was embraced by employees as it supported positioning Reading Health System as an integrated health system committed to providing the best state-of-the-art healthcare, from preventive and wellness to acute clinical care, throughout the region.

Newspaper AdsTable Tents

Brand Book

22 MHT Vol.11 Issue 2 • 2013 www.MHTmagazine.com

BuDGETCampaign development and all media: $750,000

RESuLTS-Re-energized internal teams-Increased overall brand engagement and inquires

Data thru Feb 2013 Only:

-Welcome Guide Microsite (custom website)- 9,000 visits- 14,000 page views

All Offline Media Impressions (TV, Print, etc.): 84MM+

Online Rich Media Impressions: 7MM+Click Thru: Over double the industry avg. for healthcare

Over 95% Reach/25X+ Frequency

Billboards

Mall Posters

Elevator Wraps

23MHT Vol.11 Issue 2 • 2013 www.MHTmagazine.com

Facebook

Mobile Responsive Microsite

Teaser emails were sent to all 7,300 employees prior to the campaign launch to build excitement.