Many patients today are also savvy consumers. They want the best and they're willing to shop around to find it. So, what's a hospital to do to capture market share and attention? In the midst of renovations and an increasingly competitive market, the Reading Hospital and Medical Center in West Reading, PA, decided the best way to satisfy the needs of today's patient was to provide a five-star experience.
The facility wanted to secure the patients it had while also attracting a higher payer mix. So a multidisciplinary team comprised of the marketing department, nurses, providers, housekeeping, and volunteer services was put together to work alongside the construction team to develop the patient-centric elements the facility needed.
"We called ourselves the five-star amenities team because we knew we wanted to create a five-star experience for our patients," says Diane Gallagher, assistant director of marketing for Reading Hospital and Medical Center.
The team and hospital decided that it needed to provide patients with the ultimate in clinical service by providing things like private rooms, premier facilities, amenity packages, and a concierge service. "And of course from a marketing perspective we needed to package and to help promote it," says Gallagher.
Though the team brainstormed creative concepts, they ultimately decided to feature a simple, solitary image that would convey a high-level of care. "When you think of [the jeweler Tiffany & Co], consumers tend to think of a level of excellence," says Gallagher. "That's why we decided to feature a sterling, Tiffany-like baby rattle."
Using a multi-integrated approach, the campaign featured the baby rattle as the primary and consistent focus of the imagery with the tagline "You're expecting the best. We Deliver."
"Everything we did that came out of that five-star committee started to take on the look and feel of that Tiffany rattle," says Ann Valuch, director of marketing for Reading Hospital and Medical Center.
Since the campaign launched, the newly-renovated Reading Hospital Beginnings Maternity Center has seen sterling results. Over 3,600 babies have been delivered—an increase of more than 300 deliveries from the previous year—and the facility has seen a high payer mix. Press Ganey satisfaction scores rose from 82%—99%.