Challenge: When we first encountered Dickinson County Hospital, a rural hospital in Iron Mountain, they were on the verge of bankruptcy. Thanks to great leadership and some strategic changes, they were able to recover from that financial crisis. But while they were coming out of a very tough situation, the local market was losing confidence in their brand. Our goal was to quickly turn the brand around and start taking back the market share they had recently lost.
While a longer-term brand strategy is in store, there was a more urgent need to improve the perception of the hospital among the people in their small community. Our first step was to clean up their image with strategic advertising where they are most competitive.
We started by tightening up their graphic presentation and developing ad campaigns to drive patient visits.
We are working with this new client to develop innovative ways to continue to restore consumer confidence and increase their market share.
They are regaining market share and community confidence.