Today, healthcare utilization is largely driven by primary care physicians who direct and manage the care of patients. As such, hospitals like Canton-Potsdam Hospital (CPH) recognize that primary care is a key driver for their specialty care services. CPH reached out to us for a solution to effectively respond to this important industry shift. Through research and analysis, we concluded that CPH’s differentiator was simple: dedication. Demonstrating this to CPH’s community became our objective.
The solution to delivering CPH's message to the community was integrating multiple services into a comprehensive marketing campaign.
First, we established a brand identity for CPH’s primary care concept that stayed true to the overarching CPH brand and complemented the hospital’s overall brand messaging. The brand and messaging of the primary care concept was then cohesively woven into multiple marketing channels such as broadcast media, newsprint ads, billboards, and print collateral. A strong call-to-action across all channels drove the target audience to the CPH website so that users could quickly find additional information about their offerings, as well as the array of primary care physicians on staff at the hospital.