Reconnecting a Community to its New-Merged Hospital

Challenge: Hospital mergers typically provide many operational benefits however, mergers can also alienate people’s traditional affinity to the historic brands and threaten both fundraising capacity as well as patient visits in a competitive U.S. market.

Solution: Mass advertising highlighted that the combined resources of the newly merged paediatric facilities would become one of the leading paediatric healthcare treatment and research centres in America.

Results: Perceptions and approval of the merger improved immediately and the new hospital enjoyed renewed fundraising commitment and increased patient visits.