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Prodigal has deep expertise in discovering, building and rehabilitating the brands of acute care and critical access hospitals. Our work frequently begins with our exclusive Brand MRI, which is highly effective in responding to the opportunities and threats facing healthcare providers in today’s marketplace.

With increased competition, lower reimbursements and fixed budgets, it is becoming increasingly important that hospitals see a tangible return on marketing investments. Our Brand Positioning Process ensures all aspects of our client hospitals’ communications—marketing, advertising, public relations, government relations, employee relations, physician relations- are strategically targeted and executed for maximum impact and effect.

Through our Brand MRI process, we help hospitals:

• Discover:
  What they do well (and profitably)
  What they do better than their competitors
  What they do that is most highly valued by incoming patients and referring physicians
  Who they are (which is related to but not the same as what they do)
  
• Conduct specialized marketplace research to confirm the core brand elements that will become the foundation for all future communications
• Develop strategic and creative tactics that reinforce the brand positioning, enhance the hospital’s public perception and grow revenues
• Manage or impact multiple aspects of internal and external communications in a budget-conscience – yet effective—manner. This would include crisis communications and planning when necessary

Because we understand hospital culture and the healthcare industry in general, we appreciate the fact that our hospital-based colleagues manage intense job demands on a daily basis. Prodigal takes great pride in providing effective, strategic and creative services that are also easy for our clients to access and use. Highly responsive customer service is simply part of our comprehensive approach to healthcare marketing at Prodigal.

Prodigal has also developed an additional specialty—one that no other full-service marketing firm in Ohio can claim; proven experience providing counsel and marketing to a financially distressed hospital system in bankruptcy. Our firm represents a three-hospital system in Northeast Ohio which filed for Chapter 11 bankruptcy protection in 2009. Our comprehensive brand positioning, marketing and public relations campaign was credited with helping the system actually grow admissions after the filing instead of losing patients and revenue as was expected.

For a confidential discussion about your hospital, email or call Vince Bevacqua at 330.707.2088.

Prodigal recently participated as a presenter in an Ohio Hospital Association webinar titled “Diagnosing and treating the financially distressed hospital”. The Prodigal portion of the webinar on public relations, marketing and communications issues for distressed hospitals can be found near the one hour mark of this
90 minute presentation.

Click here to view the presentation.