SSM Health Care
Can you change what people think about an entire health care network? Tough question. SSM Health Care–St. Louis is one of the largest hospital networks in the region and plays a national role in the transformation of health care to patient-centered care. Yet it lives in the shadow of its behemoth competitor, an academic network with national renown.
With fewer resources than its competition, SSM needed to use the power of ideas to increase both awareness and patient patronage. To raise SSM’s perceived standing in the community, we began by sharing the remarkable medical advances it has achieved while building on its reputation for compassionate care. The phrase “everything is possible” — encapsulating the spirit of health care transformation — was created to provide an anchor for branding, advertising, direct marketing, online and internal efforts.
Over two and a half years of branding, we’ve increased awareness by 6.7%, increased perception of quality nursing care by 5.1% and increased perception of every service line featured in the brand campaign.
Unique visitors to the website have increased by 82%, online physician searches grew by 46% and physician referral calls grew by 73%.
In addition, we helped launch a new hospital – SSM St. Clare Health Center – which achieved 95% occupancy in two months. By eight months, physician satisfaction had tripled, 200 doctors joined, and 500 new employees were hired.