THE OBJECTIVES

• Develop and implement a Strategic Marketing Plan to restore LRGHealthcare to
  financial stability as well as increase overall patient volume, and gain market share from
  the competition.
• Create and build the LRGHealthcare brand.
• Change the poor community perception of LRGHealthcare to that of a viable healthcare
  and wellness provider.
• Create awareness for the inpatient and outpatient services.
• Communicate the LRGHealthcare mission and vision; to provide healthcare to the community which is affordable, available and accessible.

THE KEY DELIVERABLES

• Corporate Logo/ Identity: A new LRGHealthcare corporate identity with the tagline “Care. Compassion. Community.”
• Media: Comprehensive and integrated marketing campaigns using TV, radio, print, direct mail, and collateral with customized themes that “introduce” (and sustain) important LRGH services and programs.
• Public Relations: In 2003 implemented a PR/crisis management reimbursement initiative against Anthem (LRGH was awarded $5 million dollars).
• Television: Created of a :60 second Medical Moment Television series and a half-hour LRGHealthcare Today Television call-in show. On-going Television commercials for such areas as the Joint Institute, Oncology, Planned Giving, etc.
• Signage: Development and manufacturing of a signage campaign that reinforced the new LRGHealthcare brand.
• Website: Concept, design, site architecture and program development. Some key components include an HR Management Tool, Provider Directory, Hospital/Staff Directory, and Content Management Tools.
• Partnerships: Co-op venture with the daily newspaper to add a Health Section to their website that would highlight daily breaking news on national and local healthcare issues, thereby positioning LRGH as the local expert on health related news.
• Acquisition: Recently, LRGHealthcare acquired Franklin Regional Hospital and we had to undergo strategic marketing and re-branding initiative for Franklin to intergrate it into the existing LRGHealthcare Brand. We have increased patient volume 30% to date. The initial campaign was entitled Choose FRH”.
• Magazine: Developed a customized communications vehicle to replace the previously utilized “generic healthcare” publication. It is direct mailed to the hospital’s Primary and Secondary Markets and has consistently been rated LRGHealthecare’s highest aware marketing vehicle by an independent survey and the best way to communicate healthcare needs and information.

THE VALUE ADDED

• 100% of Lakes Region's residents have top of mind awareness of LRGHealthcare (up from 62% in 1999). 97% of residents choose LRGH for overnight care (up from 65% in 1999).
• 73% of residents of Lakes Region are aware of LRGHealthcare Magazine and 80% of those aware say it is effective.
• 96% of patients are very satisfied or satisfied with LRGHealthcare.
• In June of 2000, LRGH was recognized as "New Hampshire Business of the Decade in Healthcare" by Business NH Magazine from a pool of annual healthcare winners over the past ten years.
• Businesses have "taken ownership" of LRGH as "the place I turn to" for workplace and worker issues regarding safety and concerns as well as an overall health and wellness provider of services.
• Patient counts have exceeded historical levels.
• Consistent revenue growth.
• LRGHealthcare's new brand identity has attracted a new constituency who looked outside of the Region for specialized healthcare and wellness services (younger, more affluent and transported residents).
• Due to the repositioning the morale and overall attitudes of medical staff have improved resulting in a more dedicated staff who demonstrate patient care and compassion consistently.

THE FINANCIAL RESULTS
Financial performance for all of the areas focused on for LRGHealthcare 2001-2002 fiscal year:

1. Orthopedics (Joint Institute): 40% increase in revenue over previous year.
2. Rehab Services: 23% increase in revenue over previous year.
3. Oncology: 20% increase in revenue over previous year.
4. Women’s Health (Mammo and Dexa Exams): 18% increase in revenue
   over previous year.
5. Pain Management: 17% increase in revenue over previous year.

Financial performance for all of the areas focused on for LRGHealthcare 2002-2003 fiscal year :

1. Orthopedics (Joint Institute): 10% increase in revenue.
2. Occupational Health: 36% increase in revenue.
3. Women’s Health (Mammo and Dexa Exams): 17% increase in revenue.
4. Pain Management: 114% increase in revenue.
5. Oncology: 27% increase in revenue.
6. Births: 8% increase in revenue.
7. GYN Surgeries: 12% increase
8. Cardiac Cath Procedures: 84% increase