Regional Medical Center (The MED) is the oldest hospital in Tennessee, long known as a trauma center and a safety net for the region – serving all patients, regardless of their ability to pay. Due to the shifting healthcare landscape, The MED is evaluating its business model and developing marketing strategies to reposition its brand in relation to its competitors.
As the regional trauma center, The MED has long been recognized for its central role in treating trauma patients. While the new leadership team has made improvements to facilities, quality and finances, for many The MED is still only viewed as a public hospital providing care to the uninsured and exceptional trauma and burn treatment for the mid-south region. The challenge for The Tombras Group was to help change perceptions of The MED throughout the community – from a hospital of last resort to a hospital on the front line of life.
Working closely with The MED, Tombras developed a brand positioning statement that allows for future growth and expansion as new services are introduced and added. “We’re on the front line of prevention, wellness, trauma, burn, neonatal, high-risk OB & vascular.” The message positions The MED staff as real-life healthcare heroes, reminding the community how The MED serves daily on the front line of patient care, when it matters the most.
Because branding is an inside-out process, The MED introduced its new campaign to physicians and staff through a launch party where 300 employees gathered to see the TV, outdoor and internal signage for the first time. These same employees are featured on large banners – real doctors and nurses, support staff and administration – people who work passionately on the front line of life every day. These banners are on display throughout the hospital as a constant reminder of what it takes to deliver on a life-or-death brand promise.