Our Work | Exeter Hospital

Bennett Group gave Exeter Health Resources an entirely new strategic approach that embraced a health and wellness messaging strategy.



"Core Wellness"

Situation

Exeter Health Resources needed to develop a new approach to their messaging strategy in the market to better match a new accountable care model.

Goals:

  • Differentiate brand in market
  • Increase preference
  • Position Exeter as the community’s health partner
  • Support growth of physician practices
  • Promote a message of health and wellness man

Solution

After reviewing competitive messaging in the market, we recommended developing a strategy and messaging that positioned Exeter Hospital and Core Physicians as the leaders in health education and risk assessment, promoting Exeter/Core as a partner in keeping communities healthy. This dovetailed with emerging population health management directives.

This wellness empowerment strategy took the form of a highly integrated effort involving print, magazine, radio, TV, direct mail and digital/online. In addition, full-spread New Hampshire magazine placements helped us target commercially insured patients.

Tying into key service lines, this campaign repositioned the hospital in a distinctive and memorable way against its competitors.

Results

This campaign produced measurable results for Exeter Health Resources by being pre-emptive and forward thinking.

  • Achieved the highest advertising recall in market
  • 7% increase in inpatient admissions
  • 7% increase in practice volume
  • 50% increase in volume at health education classes and information sessions

 



Exeter Hospital and Core Physicians achieved the highest advertising recall in market and a 7% increase in both inpatient admissions and practice volume.

The Campaign

TVPrintOutdoorDirect