SistersofCharity_casestudy by xiagong0815


									Background                                                      HigHligHts
Sisters of Charity of Leavenworth Health System –               Conducted an in-depth assessment including one-on-one interviews with over 100 business,
Montana Region (SCLHS-MT), part of the national Health          physicians, and Board leadership members throughout the system; facilitated strategic
System sponsored by the Sisters of Charity, is a multi-site,    discussions with the marketing department; participated in site visits to the affiliate hospitals
faith-based healthcare organization with hospitals, clinics     and clinics; and conducted a review of key competitor sites and marketing materials.
and other health services that serve patient populations        Presented strategic insights and marketing recommendations on how to best represent the
across the northern Rocky Mountains.                            SCLHS-MT brand and product portfolio for optimal understanding and recognition in the

oBjective                                                       Developed an evolved brand strategy and messaging platform for SCLHS-MT that distinguishes
                                                                the enterprise; translated strategic brand recommendations to a creative strategy, voice and
SCLHS-MT required a marketing communications and                image, enhancing the way in which SCLHS-MT is represented to all stakeholder groups.
consulting firm that could provide a comprehensive
marketing strategy, business strategy, and marketing and        Created a multi-layered brand strategy — “changing healthcare for good.” — that encompasses
community relations plan for the newly formed Montana           the mission of the organization, as well as the vision for the hospital system to serve as more
                                                                than just a traditional healthcare provider, establishing SCLHS-MT as thought leaders in the
Region, allowing the hospital affiliates and outlying clinics
to function and communicate their offerings as linked to
the Region. Overall, the desire continues to be that the        Developed five commitments to affect significant change: Clinical Excellence, Healthcare
SCLHS-MT hospitals and clinics serve as the preferred           Advocacy & Education, Economic Development, Community Beautification and Access to Care.
providers in the Region, highlighting the clinical excellence   Utilized these commitments as the basis for many of the regional communications, as well as
and innovative vision of the Region’s talented leadership.      for the foundation for the numerous internal and external outreach efforts.
                                                                Wrapped the entire brand strategy with an initiative — the “ForGood Movement,” brought to life
                                                                by the people of the community — featuring regional launch events, public relations initiatives,
                                                                a “Good to Go” outreach mobile, and more.
                                                                Crafted an umbrella marketing plan for the Region and segmented brand application and
                                                                marketing plans to include physician recruitment and relations, employee-focused human
                                                                resources efforts, community outreach, etc.
                                                                Facilitated a strategic product development session designed to flesh out the Women &
                                                                Children’s product line for the region; led task force assignment and action plan development.
                                                                Designed an interim regional marketing program to leverage an advertising feature story in
                                                                US News & World Report.
                                                                Provided strategic counsel and recommendations for the optimal business development and
                                                                marketing structure/process to ‘operationalize’ the brand.

Sisters of Charity of Leavenworth Health
System - Montana Region
Sisters of Charity of Leavenworth Health
System - Montana Region

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