Thomas Hospital

Why they came to us:
In the ever-changing and highly competitive world of healthcare, it is difficult to set yourself apart from the competition and increase utilization by focusing solely on advancements in technology and services. Most people assume you have the technology, equipment and expertise to provide their care. When Thomas Hospital made “excellent customer service” its top organizational priority, they asked J Thomas Inc. to develop a campaign that would take this unique, customer-focused culture and turn it into a brand experience relevant to patients and visitors alike.

How we responded:
In healthcare, experience is the number one driver of loyalty (return customers) and advocacy (recommending the hospital to friends/family). Patient satisfaction almost always goes back to the way people were treated by the individuals involved in their care. We developed a campaign that conveyed the message that Thomas Hospital IS different and that the difference comes from those who provide the care everyday.
The creative focused on Thomas Hospital employees, physicians and volunteers taking care of patients and visitors in the most state-of-the-art areas within the hospital.

1. With print, video, radio and outdoor, we conveyed the story,  “The Difference is in our People. The Difference is Thomas”.
2. The TV spot brought the viewer right inside the hospital. Lighting and very fluid effects were used to show the high-tech side of the hospital within a warm, comfortable setting.
3. Collateral materials and the Web site mirrored all elements of the campaign, with the primary focus on people.

The result:
In a comprehensive study of healthcare decision-makers in Thomas Hospital’s primary and secondary markets, 67 percent of respondents said they would consider using Thomas Hospital (top-of-mind awareness for hospitals). Only one other hospital received higher than a 20% response, with 31%. When asked which hospitals respondents prefer not to use, only 8% named Thomas Hospital, while 39% named another hospital in the market. Thomas Hospital was by far the most preferred facility at 51%, with no other institution receiving higher than 11% response. Of those who preferred Thomas Hospital, the number one reason for 44% was the friendly staff.