Close to home

Ketchikan General Hospital, serving rural communities in Southeast Alaska, is part of the multi-state PeaceHealth system of health services in the Northwest. Although well-staffed, well-equipped and a provider of a wide array of services, many area residents flew to Washington state for care from other PeaceHealth providers.

Pyramid was engaged in 2008 to develop a marketing strategy to increase awareness and use of the hospital’s services. Maximizing a limited budget and timeline, we reviewed messaging, brand and materials, and held a series of discussions and one-on-one interviews with hospital leadership to probe challenges, services and audiences. Following these activities, we developed a marketing and communications plan repositioning the quality of care provided and reorganizing services into four centers of excellence. The hospital accepted the plan enthusiastically.