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One of the largest publicly traded hospital management companies in the U.S. was introduced to GodwinGroup through its Longview Regional Medical Center. In spite of a $20 million expansion, the Longview, Texas, hospital had experienced a significant decline in market share and top-of-mind awareness over a four-year period.
GodwinGroup assisted Longview in developing a plan to increase awareness, solidify relationships with physicians and establish a successful brand identity. The three-year plan took only two years. Patient volume was up 20% and attendance at community seminars increased five-fold.
The stunning success with Longview led to a similar opportunity with Triad’s Crestwood Medical Center in Huntsville, Alabama, a small 60-bed hospital facing stiff competition from the market’s “800-Bed Gorilla,” Huntsville Hospital. GodwinGroup’s BrandMap™ research revealed that consumers could not articulate the image of Crestwood (or its apparent lack of one). So a BrandQuest™ session was initiated to help the hospital re-focus and re-capture their niche in the Huntsville market. Top-of-mind awareness increased a stunning 75% (±6), and patient volume increased an average of 28%. Today, the hospital operates at near-capacity, boasting a large following of loyal physicians and consumers eager to stay out of the overwhelming shadow of the bloated, impersonal “Big Healthcare” they feel Huntsville Hospital represents.
Longview and Crestwood led to projects with nine other Triad medical facilities, including several within Triad’s corporate offices. Our efforts raised the company’s profile significantly, and in June of 2007, the company was acquired by Community Health Systems at a significant premium over its average stock price – a testament to the strength of the Triad brand.
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