Breast Cancer Awareness Campaign

Genesis Pride and Progress Campaign


Background:

Genesis Healthcare is the resulting merger of 2 rival hometown hospitals. The merger was good for both institutions and a healthy move to continue to provide healthcare to their core community and 6-county service area. For a variety of reasons, patient satisfaction scores and quality reputation took a serious plunge in the mid 2000s, the early years of the merger.

A proactive board brought in a dynamic new CEO who recruited a fresh leadership team to turn quality of care around and improve employee attitude and morale. Consumer perceptions began to turn around. After a 2 year push of change from the inside out, Genesis was ready to tell their story.

More background:

Genesis is a major employer and important community citizen. The lives of community members are closely tied to the 2 facilities that provide healthcare.

Very Fundamental:

You can't tell consumers a positive story with glowing results when they have lost faith in their hometown care provider. Ahh, but there's this client-side temptation we at KemperConnect call " lecture advertising" or simply put -" here's all the stuff we want consumers to know - so let's tell them. " The question is, are they ready to hear the messages? Do they have enough context to understand? What will resonate with them?

Robbie Kemper and KemperConnect were retained to do fundamental research. Binders full of quantitative data existed. Consumer satisfaction scores were on a positive track. A story of success was ready to be told and most importantly – heard by their consumers.

Questions:

What stories of emotion that connect people exist in the numbers and bar graphs noted in typical healthcare reporting scores? How do you capture emotion and tell the story? Our job was to discover these stories, frame up the positive and help Genesis bring their tremendous progress to life.

Answer:

We used our discovery process and met with key stakeholders, reviewed the binders of data, reviewed employee focus group verbatims and spent a few days on the campuses and in the community to get a feel for the dynamic. We put our extensive healthcare experience to work and invented the "caregiver as community" concept and brought it to life with an over-arching brand theme that captured the story of Genesis Healthcare.

Recommendation:

Create a campaign we named "Progress & Pride" to capture the pride of caregivers and community members. We used testimonials based on real people sharing real stories.

Results and next steps:

The pride is showing and satisfaction scores are up, due in part to the improved patient experience. We are currently in development of subsequent campaigns that focus on service lines.