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 and is working to implement it now.