Catholic Healthcare West – Arizona

Integrated Talent Solution

ASSESS

Chandler Regional Medical Center (CRMC) and Mercy Gilbert Medical Center (MGMC) are members of the Catholic Healthcare West family. These two hospitals are located in the Phoenix metropolitan area and serve the suburban communities of the East Valley. CHW-AZ has a long-standing presence in the Arizona marketplace and a commitment to the community that crosses all ages, genders, races and religions. Both CRMC and MGMC are faith-based institutions that offer a tranquil and serene environment for bringing healing to mind, body and spirit.

CHW-AZ was looking to clearly communicate their employee brand locally, regionally and nationally in order to differentiate themselves among a large group of competitors. The key point of differentiation is that they are an employer that fosters a culture and environment where employees feel like they are part of a strong, close-knit and supportive family. This environment positively impacts the employees’ comfort level and their ability to provide the finest care possible.

STRATEGIZE

Bernard Hodes Group analyzed primary research obtained by the marketing department from surveys and focus groups. This provided a benchmark on perceptions of the healthcare system’s vision and their pledge to employees. Hodes then developed a comprehensive branding campaign that established and reinforced CHW-AZ’s image by demonstrating that each hospital is as comfortable as your own living room.

IMPLEMENT

Hodes then executed the brand through the creation of integrated marketing materials, which included posters, flyers and pamphlets (strategically placed throughout the hospital in urgent care facilities); bag stuffers (delivered throughout the community) and print ads (placed in newspapers and trade journals). Onsite job fair promotional materials included folders, fact sheets, trade show booths, postcards, e-cards, job postings and radio commercials. And relationship marketing tools included an e-card system.

MEASURE

The advertising campaign considerably increased the applicant pool and achieved all communications goals. The HR department realized record low attrition levels along with fully staffed departments. CHW increased their number of candidates from 9,071 to 28,168; and their number of hires increased from 466 to 1,536! Additionally, hospital administration, board members, Marketing and HR were all committed to the new message platform. The hospitals developed a long-term action plan and initiated campaign roll outs that include a redesign of the HR waiting area to represent the new brand, inclusion in consumer and employee newsletters and a complete HR rollout. Additionally, a new corporate position was created to reinforce CHW’s commitment to their employees with management to measure the success of their strategies.