With new leadership in place, there were many changes happening at Lawrence Medical Center located in Moulton, Alabama. The hospital had never consistently marketed itself within the community and had never developed a consistently used brand. Additionally, the hospital was getting a brand new state-of-the-art MRI and was beginning to make other changes to add to or upgrade its other service lines. With all of the changes, Lawrence Medical Center selected Red Sage as its partner to develop a strong brand identity and messages in order to increase positive awareness of the hospital and its services within the community.
Branding and Marketing Message Development: Red Sage facilitated five different focus group sessions that included the general public, patients, employees, board members, and physicians. Each session included SWOT Analysis, prioritized which services needed to be marketed the most, discussed top messages that needed to be conveyed through marketing, and began preliminary identification of how to deliver messages to target markets.
Marketing plan development: With the information gained during the discovery process, Red Sage developed a comprehensive 12-month communications plan that not only included recommendations for advertising and marketing activities, but also made recommendations for improving internal patient, physician, and employee communications. The plan was developed to be an actionable workbook that would provide everything the hospital and Red Sage needed to execute the plan, including budgets, schedules, and contacts. Red Sage also developed variations of the plan to create smaller campaigns that could be executed at lower budgets.
Graphic Design: A complete newspaper print ad campaign was designed to feature the top service lines identified in the discovery sessions. Other print materials developed included service line rack cards, cross-marketing posters inside the medical center, and billboard design.
Website Design: A basic website was developed and launched in early 2012.
Ongoing Marketing Plan Consulting: Red Sage meets with the leadership team at Lawrence Medical Center once a month to review activities and ensure consistent plan implementation.
In the end, Lawrence Medical Center was given a flexible communications plan that could be revised to fit their staffing and budget needs. They also gained valuable insight from the meetings about their internal communications and employees’ perceptions. Response from the community to the campaign was overwhelmingly positive.
ABOUT LAWRENCE MEDICAL CENTER:
Lawrence Medical Center is a fully-accredited 98-bed facility that serves the city of Moulton, Alabama, as well as Lawrence County and surrounding areas in North Alabama.