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Berger Health System Who is Berger Health System?
Berger Health System is a comprehensive system of health care facilities and services anchored by its core hospital - Berger Hospital in Circleville, Ohio. The system contains multiple facilities and services throughout Pickaway County and into the south area of Columbus, Ohio. From surgery, to family birthing, to its compassionate Bradley Cancer Center, Berger is know for its expert care, quality physicians and home town feel.
Challenge
Berger Health Systems wanted to tell its message of “quality care close to home”. They were feeling the “pinch” from larger big city hospitals from the greater Columbus area. Some people had the perception that Berger lacked the expertise that larger hospitals have in some areas of service.
Solution
Hafenbrack was engaged to find those areas of perceived weakness and development a concise and emotional way to demonstrate the strength of Berger Health. Hafenbrack reached back into the community for touching and compelling testimonials from four Pickaway County residents and patients telling their stories of quality care close to home. From knee replacements, to emergency heart care, to generations of births right at Berger,. tThe face and the stories were real and resonated soundly within the community. In each case study, the copy and photography reflects how Berger was able to meet a need for each situation. The entire report wrapped around these individuals’’s stories and came across as caring and capable. The financials that needed to be included were on a single page insert. This enabled the hospital to remove the financials and use the piece as a stand-alone marketing piece.
Results
Because of its more creative approach, Hafenbrack was able to garner additional work from Berger. The agency has since redeveloped the health system’s brand and is working on several new projects. In addition, Hafenbrack is helping the Berger Heath System move into new markets and is creating new marketing strategies and programs for this very competitive environment.
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