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Background:
St. Mary’s Hospital is a small community provider located
in Streator, Illinois. St. Mary’s is part of Hospital Sisters
Health System, a 13-hospital system based in central Illinois.
In addition, the hospital is connected to a host of independent
physician practices located across the Illinois Valley.
Objective:
Under new and innovative leadership, St. Mary’s wanted
to evolve and enhance its existing brand in the face of increased
competition in its primary marketplace. Its mission was to be
recognized as the provider of choice in the community, while
remaining focused on its core Christian values. In addition,
there was a need to leverage and subtly connect the physicians
from a marketing perspective, while maintaining independence
for each practice.
- Developed an icon using the hospital chapel’s
stained-glass windows as a representation of the distinction of the hospital,
reinforcing the faith-based foundation.
- Built an interactive website for extensive
patient involvement with customizable patient education e-newsletters.
- Strengthened physician recruitment and
retention by constructing a “network” of physicians and medical
practices that are linked to the hospital brand.
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