Munson Healthcare “Committed to You” Campaign Raises Brand Awareness, Affinity
A humanizing campaign reminds Northern Michigan health care consumers of a regional health system’s longstanding commitment to the community.
// By Althea Fung //
It’s no secret — the COVID-19 global pandemic drastically changed the consumer health care landscape. In recent years, health care consumers have become more selective about their care and where they receive it. A 2022 consumer health insights survey from CVS Health found consumers want more meaningful, engaging relationships with their health care providers.
Megan Brown, chief marketing and communications officer at Munson Healthcare
As the newly appointed chief marketing and communications officer at Munson Healthcare, an eight-hospital system servicing 29 counties in Northern Michigan, Megan Brown saw that patients were detached from the health care system.
“Post-COVID, it was clear that health care, as an industry, was hurting. But also, patients and communities were getting burned out hearing about health care or didn’t have trustworthy feelings for their health care systems,” Brown says. To try to increase consumer loyalty, her team launched the “Committed to You” campaign to highlight Munson’s deep roots in the communities it serves.
Read on to learn how Munson Healthcare identified the need to increase affinity with an important demographic — the “sandwich generation” — and developed a multichannel strategy to reach them.