Branding from the Inside Out
Raritan Bay Medical Center (RBMC)
 

ORGANIZATION
Raritan Bay Medical Center (RBMC) is a two-hospital medical system that serves both urban and suburban communities in central New Jersey.

CHALLENGE
While the RBMC hospitals had been perceived as good community hospitals for primary, emergency, and geriatric care, their specialty services had been underutilized. RBMC needed to breathe new life into its brand with a new positioning that would help it grow market share in the geographic areas surrounding the hospitals.

More importantly, executive leadership realized that the physicians and staff had become complacent towards RBMC’s mediocre work. Employee morale was low, and it was reflected in low employee and patient satisfaction.

SOLUTION
Following an executive discovery session with the RBMC Board of Directors and an analysis of the brand’s strengths and weaknesses, Princeton Partners Health created a frequency campaign focused on the many positive changes happening within RBMC’s service lines every day. It highlighted new technologies and expertise in a dynamic and eye-catching way, highlighting “Advancing care every day,” an anthem that inspired both the employees and the community alike.

Initially, the campaign was launched internally to empower the staff. Employee morale was recharged, and it showed in their work through their personalized care of the patients. This led to a natural increase in patient satisfaction.

RESULTS
The results were positive and immediate. Referral calls to physicians and Web site visits increased. Demand for advertised services increased rapidly — in some cases so rapidly that ads had to be pulled from rotation to allow the pipeline to ease. Princeton Partners Health worked with RBMC to balance growth and capacity on an ongoing basis.

Moreover, they achieved their internal goals. Employee satisfaction and retention increased. The physicians and staff embraced the new brand and became brand ambassadors by validating the brand’s authenticity every day.

CREATIVE
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