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Build their reputation for high quality health care on a regional level
Grow a national awareness of their accomplishments
When Prairie Heart Institute at St. John's Hospital decided to participate in
HealthGrades' Strategic Quality Initiative, they already had a reputation for
having one of the premier cardiovascular programs in the country. As part of a
network of 28 hospitals and clinics, they serve urban and rural residents in central
and southern Illinois with compassion and superior quality.
The marketing challenges Prairie Heart Institute (PHI) faced were:
Strategy and Tactics
The strategy PHI used, with the professional support of HealthGrades' team
of expert consultants, included:
Strategic Quality Initiative actions that got PHI's marketing messages across
Using a variety of media: print, radio, TV, and billboards.
Leveraging the five-star cardiovascular rating to validate health care excellence.
Associating PHI with positive messages such as:
"Compassionate personal care. More quality time together"
"Illinois has lots of choices for heart care, but there's only one #1"
"The best heart care is a matter of fact, not a matter of opinion"
The results PHI achieved were widespread:
Prairie Heart Institute was so pleased with their results that they are now
participating in HealthGrades' Quality Assessment and Improvement program. This
means they will receive more in-depth analysis, assistance in maintaining their high
quality outcomes, and continue receiving exceptional service from HealthGrades.
Increased brand recognition and market dominance
Raised patient awareness and generated positive feedback
Heightened morale within the organization
Triggered more positive referrals
Gave partner clinics more pride in their PHI affiliation
Changed the perception of quality provided to a national scale
Helped focus quality analysis
Prairie Heart Institute-St. John's Hospital was formally recognized by the Illinois
Senate and House of Representatives for their continued top quality outcomes.
Infiltrating the brand into all aspects of care and communication at hospitals,
clinics, and in the community.
Building communication and expertise in conjunction with promoting excellence.
Translating factual data into impressive, easy to understand messages, such as:
Best rated in Illinois for Cardiac Interventions 2 years in a row.
More cardiac procedures than any other hospital in Illinois.
Rated top 5% in nation for Cardiac Services.
Strategic Quality Initiative: A Case Study