The merger of Decatur General Hospital and Parkway Medical Center under the Huntsville Hospital System umbrella had caused many changes within the hospitals, including a consolidation of the labor and delivery services and changes within the OBGYN offices serving the hospitals. Decatur Morgan Hospital needed a campaign that reminded people that labor and delivery services were still available at the hospital and one that highlighted good changes that were happening within the department.
Red Sage facilitated a session with Decatur Morgan Hospital's Marketing Department, during which challenges and opportunities were discussed. The result of this session was the establishment of a new brand for the Labor and Delivery Department and a marketing campaign that focused on baby safety.
The following are some of the items that were developed for this campaign:
Branding and Logo: The Labor and Delivery Department was renamed The Newborn Center and a kangaroo-themed logo was developed. This gave us an easier way to market the department and provided a memorable brand to which customers could relate.
Babies Sleep Safe Campaign: Red Sage developed a campaign that focused on the many safety features that the hospital had added to the Labor and Delivery Department. The "Babies Sleep Safe" campaign used print ads, billboards, movie advertising, internal marketing materials, social media, website, and other general marketing methods.
This campaign included:
- The Newborn Center Brochure
- Print Ads
- Movie Advertising
- Social Media
- Website Graphics
- Yard Signs
- Inclusion in Hospital's Community Newsletter
The Decatur Morgan Hospital reported measurable positive results from the campaign. By rebranding the Labor and Delivery department, the hospital was also able to market the department without ties to either Decatur General or Parkway Medical Center, an important marketing goal for the hospital's overall marketing plan.