Metro Health
Challenge
An affiliation with Michigan Medicine has provided an opportunity to adjust its positioning and adjust perceptions in the marketplace. To trigger an interruption in long-established views, ddm partnered with Metro Health to develop a communications platform intended to signal a change was happening that was worth noticing.
Solution
"It's Happening Here" Brand Campaign An affiliation with Michigan Medicine has afforded Metro Health the opportunity to take a giant leap to a new role in the market. To reflect a change in its system offerings, Metro Health needed to clearly signal its new approach to marketplace. ddm developed a brand presence that signaled this wasn’t just a name change. It was a platform to enthusiastically promote clinical credibility of its hospital and employed medical staff, as well as enhance their overall image and reputation as an extension of a nationally recognized and respected health system. Primary Care Campaign Metro Health has developed a network of 16 neighborhood physician offices that serve 150,000 patients throughout West Michigan. With a goal to double the number of covered lives in the next five years, ddm developed a year-round engagement effort to generate measurable outcomes (new patients and patient encounters) via condition-based physician and location marketing. Heart & Vascular Care Campaign In a market with significantly competitive heart and vascular services, Metro Health had quietly amassed a quality team of experts and enhanced capabilities, including a new cardiovascular rehabilitation center. A comprehensive effort was developed to ‘reintroduce’ Metro Health’s team, educate the market of its resources and distribute peer-level stories to both consumers and referring physicians. Comprehensive Stroke Care Campaign Committed to strengthening its hospital-based services, Metro Health’s neurosciences department added significant resources to its team to allow for expanded and comprehensive stroke care. ddm developed a number of initiatives key to consumer awareness and education, as well as physician resources and support, to re-direct qualified referrals to Metro Health.
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