Challenge
The Hospital had never implemented a strategic marketing/communications program in its 50-year history (marketing was conducted on a project-by-project basis) and brand perceptions and awareness levels of the levels of care at the Hospital were low, according to market research conducted among residents of the serving area in 2001, 2000 and 1999.

Strategy
Dymun + Company initiated an entire internal and external audit, in which all internal audience groups were represented through focus groups, one-on-one interviews, surveys and SWOT sessions. External quantitative research was conducted across the primary and secondary serving areas. Extensive analysis of third-party market research was also integrated into an overall analysis of the St. Clair brand.
A comprehensive Implications Report identified the primary gaps in stakeholder perceptions and areas of strengths as perceived by both internal and external audiences. Based on these findings, an overall brand strategy was created to define a unique position for St. Clair.

The Strategy served as the foundation for creation of the themeline, "The Healing Power of Our Community" and a comprehensive marketing/communications program that includes advertising, public relations, community relations, direct marketing, promotions and events. The program is currently in production. Program implementation includes television and print advertising, regional and trade media relations, design and promotions, event planning, strategic counsel and capital campaigns communications support.

Results
The findings in the Implications Report were utilized not only for building a strategic marketing communications program but also for the development of St. Clair's strategic business plan. As a result of the brand strategy, St. Clair modified its vision statement to more closely align with its brand position. For the first time, St. Clair launched a fully integrated program in the fall of 2003. Based on understanding the significance that strategic branding can have on perceptions about the Hospital, its Foundation agreed to supplement the Hospital's marketing budget in support of the public rollout of its capital campaign.

Follow-up quantitative market research in St, Clair's serving areas indicates improvements in awareness and perceptions. In addition, several program elements have been recognized with regional and national awards in design and public relations.