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.
Initially, patients were used as case studies for human-interest stories. TMHH&H executives and medical staff personnel also bylined numerous articles in health-related journals, which were used as reprints for the physician referral program. During the first year, more than three million impressions were generated, not including the electronic and broadcasting coverage.
In addition, the direct mail campaign generated a great deal of buzz for patient referrals and third-party endorsements like, “I’ve heard about your program,” added to the tremendous outpouring of responses. Referral sources increased overall and continue to do so. Today, the TMMC Home Health & Hospice program is fully integrated, not only into the Center’s offering of services, but the community itself. With various “give-back” fundraising events involving local patients and families, along with full support and care through difficult times, TMHH&H has solidified itself as an integral part of the community.