Building Brand Awareness for a New Service Line
When Torrance Memorial Medical Center acquired local home healthcare and hospice agency Doctors Home Technologies, The Hoyt Organization was brought on board to build brand awareness for the new service line. THO not only created a full scale, yet transitional re-branding/integration process that provided the roadmap to integrate the agency into the medical center, THO also implemented an intensive media relations campaign in the local market targeting not only physicians – considered prime referral sources – but the general consumer that were the hospital’s local patient base. This campaign involved a two-pronged approach. First, a direct mail program was designed to reach more than 350 physicians that were potential referral sources and second, an intensive media relations campaign was implemented.