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Posted on 02.03.2011
Cost-Effective Branding Materials Have National Impact
LifeCare Hospitals, a nationwide network of long term acute care facilities, needed to raise brand awareness among key stakeholders. Target audiences included patients and families, referring physicians, discharge planners, case managers, managed care organizations and other healthcare professionals.
Strategy and Tactics
After focus groups and management interviews, Lovell worked with the company to create a cohesive identity system that was leveraged throughout the company’s corporate and hospital marketing materials. In addition to creating customizable brochures, service line inserts and other sales collateral, Lovell worked with LifeCare to develop an online brochure store and centralize the management of marketing materials and expenses. Lovell also developed an entire suite of marketing tools targeting referrers – including case studies, newsletters, trade show displays, advertisements, posters and leave behinds. A companion set of materials was developed for patients and families, who also play a key role in selecting a healthcare facility for their loved one.
All of LifeCare’s 20 hospitals can order materials through the company’s web-based brochure store, standardizing the company’s brand identity and streamlining costs. More importantly, LifeCare’s clinical and patient liaisons have access to a selection of effective, directly targeted materials focused on the company’s services and clinical outcomes. LifeCare’s corporate office also uses the materials for case management conferences, referral development and physician recruitment.