Case Study: Unity Health Center
It Starts at the Center
Background:
Unity Health Center is a regional hospital that serves eastern Oklahoma. Having undergone a merger and name change in 2002, Unity had already begun to implement technology and facility updates and launch programs to increase patient satisfaction ratings and local perception.
Brand Platforms
Challenges:
However, in 2006, when Unity came to Third Degree for research and brand development, we found that while they had made dramatic strides, they still had many obstacles to overcome, including an estimated 45% of residents traveling to big city hospitals rather than receiving care locally, a recent decrease in employee morale, and patient satisfaction surveys that weren’t quite climbing to the levels of management expectations – staying in the 80% to 85% range versus the 97% goal.
Collaterals
Objectives:
While Third Degree was charged to improve public perception and increase awareness of the transformations taking place at the hospital, we also knew the Unity story had to first be told to the people who mattered most – their staff. So the messaging started internally, knowing that if the employees believed in the organization, not only would it increase employee satisfaction, but they in turn would impact their patients and neighbors.
Brand Book
Positioning:
"It Starts At The Center"
Unity wasn’t interested in tired “technology” ads. They wanted to focus on the people – patients, doctors, employees, volunteers, and the communities they serve. Third Degree developed a platform based on a human connection and a spirit of momentum. The first launch included an emotional brand video, posters, brochures and table tents all revealed to employees and community leaders at a series of Unity “town hall” meetings.
From there Third Degree took the message to external mediums like outdoor, print and direct mail. But Unity has never lost sight of the power of their people. In 2009 Third Degree created their brand book – given to every employee at Unity – it is meant to share and help further establish the culture, expectations and unique Unity experience.
Results:
There is definitely a spirit that has caught on in the halls of Unity Health Center. In addition to partnering with Third Degree on continuing awareness initiatives, Unity has been aggressive about ongoing internal programs to train and educate their staff on the impact of patient satisfaction, and they continue with center renovations and expansion. Now moving forward with a common vision and a united front, Unity feels they are in better shape than ever to grow.
