Hospital's Strategic Plan Sets Course for More Accurate Brand Identity
Dearborn County Hospital is in the process of implementing and refining its strategic plan for the next two years. Rebranding is one of six primary pillars around which the strategic plan is built. Emphasizing quality, growth and efficiency, the pillars form the framework for the development of systemwide goals and objectives.
“For many people, rebranding means only that you change your logo and colors. While the changing of logos or corporate colors may be included in a rebranding effort, it is only one small part of a much more in-depth and comprehensive initiative,” explained Michael W. Schwebler, Dearborn County Hospital President/CEO. “Rebranding is creating a new, more accurate identity for the hospital along with establishing core values and systemwide principles. This includes the reenvisioning of our mission statement and the development of a brand promise. Most importantly, it means making a commitment to adhere to our mission, vision and values in all we do, 365 days a year.
“Currently, our brand does not accurately portray our facility, its wide scope of providers, services and locations or even the geographic area in which our patients live and work. DCH is much more than a hospital in the traditional sense. The Dearborn County Hospital brand encompasses more than 45 healthcare providers with offices located in Dearborn, Ohio, Ripley and Switzerland Counties. Care that once was provided in the hospital is now available in more convenient community settings such as our two outpatient physical therapy and sports medicine facilities in Bright and Versailles. DCH also offers a wide range of home health and hospice services in five Southeastern Indiana counties, sponsors area WIC and PATHS programs and holds the licenses for a number of long-term care facilities located throughout the state.”
“A successful rebrand is a concerted, comprehensive effort which takes time, expertise and research,” added Caryn Hornberger, DCH Director of Marketing. “For almost a year now, we have worked with Madison Design, who are specialists in brand strategy, creation and implementation.
“Last summer, focus groups, comprised of area healthcare consumers, were asked targeted questions pertaining to their perception of the hospital’s brand including its name. A secondary round of focus groups was then convened to explore potential new names and logos.
“The research concluded that the name ‘Dearborn County Hospital’ did not accurately represent the present-day hospital on numerous fronts,” emphasized Mrs. Hornberger. “While the use of the words ‘Dearborn County’ did represent ownership, it severely limited the perceived geographic scope and significance of the facility. To many, the word ‘county’ automatically implied a smaller, less sophisticated facility and/or one which primarily served the basic needs of lower income or indigent populations. Using the term ‘hospital’ implied a singular or stand-alone facility, not representative of our full range of services, providers and facilities.”
“In the first quarter of 2018, DCH will introduce its new brand to the community,” noted Mr. Schwebler. “We strongly believe that the new brand will better represent all that DCH has to offer to the region. It will also serve to tie together the additional pillars of our strategic plan.
“From acute hospital stays to routine physician visits, much work is being done across the board at DCH to refine and enhance the way we interact with and serve both our patients and the community. Along with our new name and logo, the public will notice a greater emphasis on our mission, vision and values,” concluded Mr. Schwebler. “Many new and exciting things are in store for DCH in 2018. We look forward to providing even greater care and service for our community in the year ahead.”