hospital corporation of america, gulf coast division
Clear Lake Regional Medical Center (CLRMC), one of the 10 HCA Gulf Coast Division hospitals, was experiencing significant growth in the heart services area. The leadership of the hospital decided to build a new Heart and Vascular Hospital across the street from the main campus with a skybridge as the connector.
Manlove had been successfully working with CLRMC on numerous projects and was again called in to assist with the launch of the new hospital.
An integrated campaign was planned and launched.
Brand Analysis – CLRMC was already known for quality healthcare close to home. The new facility was seen as a service line extension of that same quality healthcare.
Brand Identity – The Heart and Vascular Hospital was clearly linked CLRMC but needed its own face for the campaign and future promotional purposes.
Brand Position/Promise – Exceptional cardiac care close to home with a provider you have already come to trust.
• Compelling photography
• The headline: “#1 in Houston for overall Cardiac Services”
• Billboards in local communities were up for 3 months prior to opening
• Direct mail drops for 3 consecutive months
• Ads in local newspapers that ran for 3 consecutive months
• Simple website was designed with a perfect domain name- clearlakeheart.com
The hospital opened with great success. Patient volumes continue to improve and community awareness is high. The Bay Area region is aware that they do not need to drive out of the area for high-quality award winning cardiac care.