THE SERVICES PROVIDED
For Wentworth-Douglass Hospital, we plan, manage and execute in excess of a seven figure annual marketing and consulting budget and have done so for 5 years. Every year Bresette is responsible for meeting established marketing objectives for awareness, perception, revenue and patient discharges. We are involved at the executive level with strategic planning and budgeting and follow that through to financial reports and return on investment. We manage the development, production and placement of all print, television, radio and direct mail campaigns, a customized quarterly 20 page magazine, interactive initiatives, collateral material and the development of partnership and special marketing opportunities, public relations initiatives, market research and analysis, as well as fund development for the WDH Foundation.


THE OBJECTIVE
The Bresette Team was hired to work with the Executive Team at Wentworth-Douglass Hospital to do the following:

• Increase top-of-mind awareness of the hospital and its' services in their Primary and Secondary Markets.
• Improve perception and favorability in their Primary and Secondary Markets.
• Increase patient discharges, revenue and market share in their Primary and Secondary Markets.

THE STRATEGY
We put together a 3 year Strategic Marketing Plan. This introduced a new corporate identity and brand template into all communications to the community for consistency and to reposition Wentworth-Douglass as the “Seacoast’s Leading Medical Center”. We wanted to clearly communicate the brand message and character “No one is doing more for your health.” Furthermore, we wanted to establish a consistent and cohesive marketing platform for purposeful growth and continued leadership in the communities in which WDH serves. The plan included:

• Strategic Planning, Brand Identity + Development
• Brand Strategy + Extension
• Integrated Advertising + Marketing Communications
• Media Planning
• Buying + Analysis
• Public Relations + Issues Management
• Fund Development
• Interactive Services
• Internet + Search Engine Marketing

The core component of the program was to utilize “doctor + patient testimonials” across all platforms with a 12 month sustained efforts in the marketplace.


THE RESULTS
Market Research Surveys were conducted by an outside organization before our engagement with Wentworth-Douglass Hospital and after our first year and second year of working with them. They have shown the following achievements:

• Top of mind awareness went to 1st from 4th in the Primary and Secondary Markets.
• Favorability rating increased to 4.45 from 4.08.
• 87% of survey respondents said they had a favorable opinion of WDH.
• Recall of WDH adver tising went to 89% from 17%.
• 60% of survey respondents were aware of the new customized quarterly direct mailed 20 page magazine and over 90% of those found it an effective way to communicate healthcare news and information.’

AWARENESS OF SERVICES	2004	2001
Emergency Services	60%	20%
Cancer Center	51%	20%
Rehab Services	49%	12%
Birth Center	48%	19%
Wound Healing Institute	30%	1%
Pain Management Center	24%	3%
Heart Care Center	22%	5%
Sleep Disorder Center	21%	4%
Orthopedic Services	19%	3%
Diabetes Services	19%	3%
Women’s Health	13%	0%

After 17 years of being third or fourth in births WDH became 1st in Births in their Primary and Secondary Markets. Market Share across all core service offerings has increased in the double digit numbers. Patient discharges have surpassed all historical levels. Revenue numbers cannot be disclosed due to confidentiality.