MEMORIALCARE HEALTH SYSTEM
MemorialCare Health System is a nonprofit integrated health system that includes leading hospitals – Long Beach Medical Center, Miller Children's & Women's Hospital Long Beach, Orange Coast Medical Center, and Saddleback Medical Center; award-winning medical groups – MemorialCare Medical Group and Greater Newport Physicians; Seaside Health Plan; and convenient outpatient health centers, urgent care centers, imaging centers, breast centers, surgical centers, and dialysis centers throughout Orange and Los Angeles Counties.
Please see how Jadi helped to increase MemorialCare Health System's revenue and patient awareness below:
Amidst the sweeping changes and consolidations introduced by health care reform, MemorialCare faced two sizable branding and positioning challenges: 1) How to unify and gain understanding among all of its stakeholders that it was a unified, integrated health system, poised to meet the needs of patients and providers with high quality, affordable health care; and 2) How to educate patients and prospective patients in Southern California about the importance of shifting from the traditional health care construct of diagnosis and treatment to wellness and prevention and the role MemorialCare can play in the newly defined continuum of health care.
STRATEGIC AND CREATIVE APPROACH
Jadi worked closely with MemorialCare to develop a strategic marketing and communications program designed to educate stakeholders, build a greater understanding of the organization’s comprehensive offer, and drive interest and action. That plan included the use of primary and secondary research to both guide and evaluate the campaign and its impact and a full-scale media outreach and creative education campaign in both Los Angeles and Orange Counties that focused on the health care organization as a whole, as well as its many entities. The creative included visual depictions and copy that clearly illustrated the new healthcare model, where wellness and prevention start the discussion, versus the “old” model that placed illness
and treatment at the center.
Key to this effort was the development of language and imagery that helped patients, in particular, understand what it means to be a health system and how having that system on your side “helps keep you healthy and cares for you when you’re not.” Both the media plan and the creative took a direct response approach in order to encourage viewers/readers/listeners to take action (visit a website, call an 800 number, etc.)
MARKETING ELEMENTS / MEDIA MIX
Media elements included TV, radio, print, direct mail, outdoor, transit, and collateral materials (retail point-of-sale, postcards, brochures) complemented by a strategic online paid search, SEO and digital advertising campaign. All aspects of the campaign included consistent imagery, branding elements (logo, tagline), voiceover, music, etc., which was crucial to help audiences quickly and easily embrace the message and better understand what MemorialCare can provide them. Emphasis was placed on analogies, e.g., comparing a health system to a family tree, to make the message clear and simple. Creative executions brought the message to life and helped connect all of MemorialCare’s many entities (hospitals, physicians, medical groups, urgent care centers, ambulatory care centers and more) but was designed in a way that allowed each entity, as appropriate, to customize any or all of the campaign elements, while still retaining the integrity of the message and visual identity.
Jadi also extended brand positioning/theme throughout all materials, including launch of ambulatory EMR, retail clinics, medical groups and, most recently, the company’s first open enrollment campaign, which included TV, radio, print, outdoor, direct mail and collateral, targeting both adults 35+ and adults 65+
• Company assets have grown from 1.7B to 3.1B
• Company revenue has grown from 1.4B to 2.1B
• Awareness improved significantly from 22% to 38%, a 73% increase from the benchmark in year one research.
• The majority of research respondents are now aware of the affiliation between MemorialCare Health System and at least one or more of the hospitals;
awareness that one or more hospitals are affiliated improved from 38% to 51%.
• Advertising awareness more than doubled for the health system as a whole, improving from 8% to 20%.
• The majority of respondents now give MemorialCare Health System excellent/very good ratings, improving from 44% to 53%.
• MemorialCare Health System is considered by respondents to be the most likely to be used for health care needs, followed closely by Hoag Memorial.
• Mentions by participants of MemorialCare offering something different/better than other health systems tripled from 4% to 13%.
• After viewing MemorialCare Health System’s brand TV spot, patient usage increased to 67% from 55% prior to seeing the advertisement.
• MemorialCare saw significant increases in patient traffic to informational events (doubled year-over-year) and MemorialCare unique web landing pages.
Additionally, Jadi won the prestigious National Healthcare Advertising Award Gold twice in both the print and broadcast categories two years in a row for the visually stunning and highly-effective messaging developed for MemorialCare, beating out other top healthcare brands such as Kaiser Permanente