UW Health Partners Watertown Regional Medical Center
Repositioning

 

Issue: Watertown Area Health Services in Watertown, Wis., was affiliating with UW Health and changing its name to UW Health Partners-Watertown Regional Medical Center. It wanted to reposition itself and reach the Generation X population.

 

Strategy: Develop a campaign that blends messages of world-class capabilities and hometown caring and explains how the new affiliation enhances the scope and quality of medical services to local residents. With a customized micro Web site as its centerpiece, the campaign features a teaser phase to pique interest.

 

Results: Since the launch of the campaign, the micro site has received more than 850 visits. More than 2,200 page views have occurred, with approximately three pages viewed during each visit and an average of one minute and 40 seconds spent on the site. Almost 90 percent of hits are from new visitors.