A name change from Crouse Hospital to Crouse Health reflected the healthcare provider’s evolution from a traditional hospital to a comprehensive continuum of care—and Crouse sought to communicate that change to the market. Over the three decades Mower has represented Crouse, we had focused our marketing efforts primarily on specific service lines, such as stroke care and cardiology. Now was the time for a branding campaign to tell the bigger story of Crouse Health and its breadth of offerings. We were tasked by the CEO to take a fresh approach to our campaign that would stand out against the sea of sameness in today’s healthcare marketing.
To glean current market perceptions of Crouse and its competitors, Mower conducted a quantitative study of 400 individuals via phone survey. Our intent was to understand brand awareness, brand perceptions, and the drivers and barriers around how people select a healthcare provider. The results revealed that patients make their hospital and other care choices based on their doctors’ affiliations. We needed insights that would help us move people from going where their doctors send them to selecting doctors based on their access to Crouse.
Another revelation from the study: When ranked against its closest competitors, Crouse took second place. The number-one-ranked competitor earned the highest scores around caring attributes while the third-ranked competitor scored tops in technology. This told us that patients already expect that their doctors will be capable and have sophisticated equipment. What drives their preference are the caring, softer-side traits.
Mower developed an integrated brand campaign around caring attributes, and we coined and trademarked a unique word that would capture the Crouse Health difference: Carepassion. It’s a word that authentically reflects what our team observed when speaking with Crouse’s people. From its gift shop and other nonclinical staff to its nurses and doctors, they are driven to provide the best care possible.
Launched in early 2018, the Carepassion campaign is truly distinctive in its messaging and visuals. We used all custom photography with an aura effect that exudes warmth and compassion. A microsite, www.carepassion.org, showcases individuals from the Crouse team along with patients in video stories that bring the campaign to life. Starting with a combination of TV, radio and digital ads, our media buy has been extended into movie theater advertising and large interactive boards in malls, transit and outdoors.
In a five-month span, Carepassion has generated more than nine million impressions and 12,000 page views. Users are spending an average of almost one minute on the site and a third of them take action while there, whether watching a video or filling out a form. Paid media has accounted for 85% of the site traffic and the brand video has had more than 170,000 views.
Our campaign has led to a groundswell with Crouse employees and people in the community embracing the word Carepassion.
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