For two decades, Burgess helped position Mercy Hospital and its many affiliated service points as the epitome of high-touch and high-tech medical care.

Situation

Mercy Hospital hired Burgess as its first-ever advertising agency after deciding to remain an independent hospital system in 1994. Research showed that Mercy was perceived as lagging Maine Medical Center in clinical expertise and technology, but rated high on “caring” and “community” measures. Demographic analysis showed a troubling weakness among younger, more affluent members of the community.

Marketing Challenge

Our key goal was to broaden awareness of Mercy as a clinically advanced medical institution and increase use of key services. In addition, Mercy had plans to expand its footprint from the single main facility by establishing new primary and Express Care centers in key communities surrounding Portland, as well as other specialty practices.

Strategy

Burgess implemented Mercy’s first-ever major advertising campaign positioning Mercy as being “At the heart of healing”, which was supported by copy and imagery of both the high-tech and high-touch aspects of Mercy’s patient care. Among the dozens of TV spots produced over the years, a few notable ones include:

• An introductory series of one :30 and four split :30s, which covered major practice areas of the Birthplace, Emergency, Cardiovascular Care and Day Surgery.
• “Mercy Firsts” (complex procedures and advanced technology that Mercy pioneered in Maine).
• A series of spots narrated by the children of Mercy providers and staff, which provided a human element to daunting clinical subjects such as a new Oncology-Hematology Center.

Results

Research conducted after the initial campaign’s run showed significant improvement on Mercy’s awareness and perception as a medically advanced competitor to Maine Medical Center. Business results also began an upward trend. The enhanced vitality of the Mercy brand laid the groundwork for successful expansion in the subsequent decade, including:

• The successful opening of five satellite Mercy offices with Primary Care, Express Care, Imaging and Lab services.
• The launch of the new Mercy Fore River campus, which will ultimately be the new flagship facility.
• Acquisition of numerous specialty practices, from Orthopedics to Breast Health for women.