Bon Secours Community Hospital

Miracles through Medicine Branding Campaign

Client Overview

Bon Secours Community Hospital (BSCH) is a growing regional 141-bed healthcare facility operated under the auspices of Bon Secours Charity Health Systems, a Catholic healthcare ministry with independent hospitals in nine states in the US. 

As a true community hospital BSCH boasts some of the most advanced treatment services and care facilities in the region, effectively competing with larger regional hospitals and even top-tier hospitals in New York City. Their mission is to provide uncompromised care through state-of-the-art facilities to anyone and everyone in need.

The hospital is located in Port Jervis, in Western Orange County, New York – one of the fastest growing regions in the country according to data provided by the US Census Bureau.

Client’s Challenge

The hospital had rapidly expanded its scope of services and recently gone through a name/identity change as a new member of the Bon Secours Health System.

The BBG&G Assessment

The agencey recognized that they needed a strong, ongoing program to reintroduce the hospital to the community, promote awareness of the expanded and expanding scope of services, and enhance general awareness of the hospital and its unique mission. They also needed an image that would attract patients and physicians alike.

We knew that the three most common reasons for patients choosing a hospital are: 1) Proximity; 2) Physician Referral; and 3) Perception of Specialized Care Options.

Proximity and Physician Referral could be effectively impacted through ongoing coordinated PR efforts, local advertising, and internal communication to affiliated doctors.

The area where we could create the greatest impact would be in Perception and Awareness of Services.

The BBG&G Solution

The core operating principles of the hospital reside in their being a faith-based institution. We saw that their mission posed an opportunity to truly set the hospital apart. We could position them based on the fact that their ‘raison d’être’ was the driving force behind the compassion and standards of excellence they strive to achieve.

The result of this focus was the creation of Miracles through Medicine: a branding strategy designed to generate an awareness of the superior services and level of care available at BSCH – while drawing a strong reference to their underlying mission.

The Miracles through Medicine Campaign

A series of print ads initiated the campaign, each focusing on different healthcare services available to the community.The Miracles through Medicine Campaign was also adopted by sister-hospital, St. Anthony Community Hospital in Warwick, NY. The campaign has also been adapted to a series of collateral – as part of a general branding mechanism for the hospital.