Presentation on theme: "There’s only one Rainbow. Objective/Situation –reclaim leadership-level awareness and build preference through “growth strategies” by advertising in local."— Presentation transcript:
Objective/Situation –reclaim leadership-level awareness and build preference through “growth strategies” by advertising in local and regional markets. Strategy –To breakthrough we chose a visually striking direction that uses the Rainbow as a metaphor — portraying the hospital as a protector, partner, and resource for one-of-a-kind care. Results –Very positive — achieving and surpassing goals in recall, breakthrough and establishing a look and feel for the UH Rainbow brand that can live well into the future.
Achieved Goals –Response to the campaign has been very positive — achieving and surpassing goals in recall, breaking through the competitive clutter. –Positive volume trends noted in 2011. Inpatient discharges and outpatient services, including emergency department and urgent care visits, primary and specialty care visits and surgeries were up in 2011 by 5 to 12 percent over 2010.
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