Keeping Up - What's New

Marketing Update

Joe Carofano
Vice President, Marketing and Communications
Western Connecticut Health Network

Progress continues on the new Network branding. After significant research and testing with physicians, staff and consumers, we’ve decided upon We Know You Well as our new tagline and will be focusing our efforts on differentiating ourselves as a growing and thriving community of professionals dedicated to the idea of personalized care without compromise. As a Network, we feel confident we can own the white space between “academic medical centers” and “community hospitals” by highlighting our exceptional medical staff and leveraging their personal knowledge of each patient to tailor their care.

We will strive to humanize health care by focusing on people before patients and orchestrating care centered around each patient’s unique needs, on both a clinical and personal level. The play on “well” also captures our commitment to promote health and wellness with the goal of helping people in our communities to achieve their optimal health.

From a branding perspective, we will keep the Western Connecticut Health Network name, but place greater emphasis on each local hospital. The current “orange swirl” logo will be replaced with a new universal icon that will be utilized across the Network and all affiliates. Logo development is underway, with plans to launch the new campaign in February/March 2016 with TV, radio, print and digital advertising. We are also developing new and consistent internet sites for each hospital and the network, featuring an enhanced “Find a Provider” feature and responsive design to work on all devices – phone, tablet, and pc. Our primary call to action with our new campaign will be to grow volume with our Primary Care affiliates.

Good news - recent market research on community perceptions of our hospitals showed significant improvements in 2015. In a Copernicus research survey, 450 participants expressed a positive response to their “likelihood to consider hospitals for inpatient treatment” reflecting an increase from 55% to 65% for Norwalk, 73% to 79% for Danbury, and 59% to 68% for New Milford. This is something we should all be proud of.

Internally, we are pleased that the medical staff satisfaction follow up survey showed improvements in physician communications which we will continue to build upon in 2016. The team continues to selectively target stories of interest for DOC-Line. We welcome your news and ideas as we strive to make DOC-Line a relevant and trusted source for information. Plans are underway to create a new internal site for medical staff offering centralized access to industry news, WCHN news, hospital news and department specific updates. The site will complement the DOC-Line E-Newsletter and launch with the new branding next year.

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