"They defined top doctors as someone who is going to take the time to listen to them, to understand their medical issue, which was totally different than how the administration defined a top doctor," she says. "That changed the language associated with the campaign."
Leadership believed consumers defined top doctors as those who worked at competing academic medical centers. DeTora says when the focus group results showed otherwise, hospital leaders were surprised.
"We got a lot of lightbulbs going off," says DeTora. "They realized they had tunnel vision. We really needed to be clear about our target audience, and we needed to do something that was more appealing to them."
Members of the ad agency DeTora used also spent nearly a week at Mercy Health hospitals to interview staff, including physicians and nurses. The agency team found out that what made Mercy Health unique was also what consumers wanted—extra time spent talking and understanding individual medical issues.
The information led the agency to develop four messaging concepts, but the one that scored highest in an online survey of Mercy Health users and nonusers was the one that promoted the system as high quality, and more, which was incorporated into the tag line, "But you deserve more."