BRAND AUDIT

2016-2017

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Table of Contents

Introduction - Executive Summary 3

SWOT Analysis – Internal 4

SWOT Analysis – External 6

Current Brand Review 7

Demographics 12

Profile of the Market - Competitors 15

External Questionnaire 18

Recommendations 19

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Introduction – Executive Summary

Objective: the purpose of the Brand Audit is to provide a detailed analysis of the Queensway

Carleton Hospital brand in its current state. By determining which qualities of our brand are

currently effective and which are not, we can restructure our identity and communications to

produce the most effective results.

Executive Summary

Within this document we will address the internal and external environment to which

our brand lives, review the competitive landscape, and analyze the unique benefits and

differentiating qualities of our brand. We have explored the various touch points that our

consumers engage with, and have prepared recommendations designed to build brand

relationshipsby enhancing consumer experience.

A positioning strategy has been identified based upon the QCH brand strengths in an

effort to differentiate the hospital amongst the competitive public healthcare market within

the City of Ottawa. We have identified sources of brand equity, and have provided

recommendations to preserve the longterm health of these elements.

In conclusion, by creating a strong brand strategy framework based upon a defined

market and consumer, the QCH brand can effectively cultivate relationships with consumers,

stimulate demand, increase annual donations, and build brand equity.

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SWOT Analysis

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SWOT Analysis – Internal

STENGTHS:

The Emergency Department of the QCH is one of the busiest facilities in Ontario, serving over 70,000 patients annually

New Rehabilitation and Ambulatory Care Centres

The QCH utilizes a Triage system in which the most sick patients receive care first, ensuring that patients receive timely care based upon their specific needs

The ACE (Acute Care of the Elderly) Unit is a unique facility specializing in the most innovative and quality healthcare of elderly people

The Irving Greenberg Family Cancer Centre utilizes state of the art technology and innovative treatment techniques to care for the population diagnosed with cancer

WEAKNESSES:

The QCH brand has not defined standards surround sources of brand equity and the appropriate uses. For example, there have been several versions of the logo developed, various taglines, colour palettes, etc. To build brand equity the brand language will need to be maintained and monitored on an ongoing basis to ensure consistency

The QCH brand does not currently utilize every social media platform possible to its fullest potential

Engagement levels are low over various social media platforms: Facebook, Twitter, etc.

The QCH brand does not produce content that is both interesting and shareable over social media on a regular and consistent basis

Currently the QCH brand is positioned as the hospital for everyone, offering services for all age groups, without clearly defining segmentation. The brand will need to identify segmentation based upon the strengths of services offered in order to create focus and differentiate themselves within a competitive landscape

OPPORTUNITIES:

Currently the Baby Boomer demographic represents 1/3 of the Canadian population. By investing in research towards health services designed to address the specific needs of this segment, the QCH will stimulate demand.

Innovative technology.

The social media potential to encourage brand engagement and loyalty, while actively engaging the local community, is a free service that will prove to be a valuable resource.

Increased immigration and globalization has created the opportunity of new markets and services

THREATS:

The QCH brand has endured malpractice lawsuits over the years that have received significant media coverage and have sub sequentially tarnished the brand’s reputation (ex: Theresa Lefebvre, April 2012 lawsuit).

Trends towards holistic medicine - research shows that, over the past several years, more and more Canadians

have been turning to complementary and alternative health care and natural health products to treat illness and

promote health.

The recent economic uncertainty could present possible budgetary restraints provided by the provincial government.

Economic uncertainty may also challenge the volume and quantity of donations from private sponsors

The competitive landscape of hospitals within the Ottawa market is strong, with defined positioning and brand awareness.

SWOT Analysis – External

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BRAND EQUITY

Consistent application of brand elements At times the logo and brand elements were not consistently represented through online platforms. However, within the hospital itself brand elements were utilized effectively to brand the facility as a whole.

Logo & Wordmark

Colour Palette

CONSUMER EXPERIENCE – in house Staff Engagement The in-house experience of the brand from the

consumers’ perspective is the strongest brand element. The staff were friendly, the facility was branded beautifully, and the overall atmosphere was very warm and engaging.

Branded Facility Print Media, Screens, Brochures, Banners, etc. Atmosphere

CONSUMER EXPERIENCE – online Website Within a world that is increasingly based online, the

use of social media and an efficient website is absolutely crucial to the success of a brand. The QCH brand will need to strengthen these touch points in order to engage with consumers effectively.

Social Media: Facebook, Twitter, Instagram, etc. Online Reviews Content Shared

BRAND ESSENCE – as understood by consumers History of the Hospital Leveraging the legacy, personality and community

involvement exhibited by the brand will increase levels of engagement with consumers. By strengthening the awareness and image of the brand, the community will continue to champion and advocate the brand.

Brand Personality Brand Image Brand Awareness Brand Advocacy Community Involvement

Current Brand Review

*Within this field we have provided an overview of our brand analysis, in hopes of determining areas

requiring improvement and overall brand health.

Current Brand Review – In-house Opportunities

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Current Brand Review – Online Opportunities

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• • • • • •

Current Brand Review – Brand Equity

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Current Brand Review – Brand Essence

1. 2. 3. 4. 5. 6. 7.

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Quantify: Population & Demographics

The QCH serves a specialized segment, as well as provides

general healthcare services to the mass populations (in

terms of surgeries, emergency care, etc.) The hospital has

defined the most vulnerable sectors, and has provided

services to these sectors based on their specific

healthcare requirements.

CANADIAN HEALTH CARE FACTS & TRENDS

85.1% of Canadians have a family doctor

The hospital serves one of the fastest growing aging populations in Canada, with 14% of its community

over the age of 65. This is expected to grow by 3.5% per year, doubling over the next 20 years.

Statistics Canada reports stress levels amongst Canadians are decreasing, more people claim to have

excellent health than ever before

One in five Canadians, 18 years of age or older (roughly 5.3 million people) reported height and weight that

classified them as obese.

Of the roughly 380,000 women who gave birth last year in Canada, less than 2 per cent, or fewer than

7,000, did so outside of a hospital

Smoking is out of Fashion

o In 2011, one in five, or about 5.8 million Canadians smoked cigarettes, more males (22.3%) than

females (17.5%).

o The smoking rate fell more rapidly among teens (15 to 19 years) than any other age group.

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Buyer Behaviour

Geriatrics Expecting Mothers

Palliative Care General Patients

Benefits Sought Most innovative, quality technology, services and health care to care for the specific needs of senior citizens

Most innovative, quality technology, services and health care to facilitate the birth of babies

Most innovative, quality technology, services and health care to treat a variety of forms of cancer

Most innovative, quality technology, services and health care to care for the health of the general public

Services Acute Care of the Elderly (ACE) Unit

Mother & Baby Unit Irving Greenberg Family Cancer Centre

Emergency Care Surgical Services Medical Services

Motivation Growing specific needs that progress with age

Pregnancy Suffering from various forms of cancer

Need of immediate care based on a variety of circumstance

Seasonality May be more vulnerable with the severity of the seasons (winter – common cold, flu summer – heat stroke)

Consistent volume of patients all year round

Consistent volume of patients all year round

Consistent volume of patients all year round

Access The QCH consists of one hospital, located in the west end of Ottawa, serving over 400,000

residents, ages 18+, and is a 264 bed facility. The various units of care are located within one central facility.

Communications & Relationships

Care Patience Understanding

Excitement Anticipation Emotional

Pain Fatal Rehabilitation

Pain Immediacy Frightened

Patient Profiles

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Segmentation

“Queensway Carleton Hospital is moving ahead to improve care for acutely ill older adults. The

Hospital serves one of the fastest growing and aging populations in Canada, with 14% of its

community over the age of 65, and this is expected to grow by 3.5% per year, doubling over the

next 20 years. Queensway Carleton Hospital’s Vision to provide exemplary care continues as it

pursues innovative programs and practices. QCH, recognized as a leader in providing care to

older patients, is embarking on a new program: the Acute Care of the Elderly Unit or ACE Unit.

This 34 bed, state-of-the-art unit will be the first of its kind in Eastern Ontario and only the

second such unit in Ontario.”

“Queensway Carleton Hospital is pleased to partner with the Canadian Cancer Society to provide

information and resources on cancer prevention, treatment and support.”

It is estimated that in 2015:

100,500 Canadian men will be diagnosed with cancer and 41,000 men will die from cancer.

96,400 Canadian women will be diagnosed with cancer and 37,000 women will die from cancer.

On average, 539 Canadians will be diagnosed with cancer every day.

On average, 214 Canadians will die from cancer every day.

The hospital has identified the need for quality treatment of cancer related illnesses, and has strengthened

the services they provide in accordance with growing trends.

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Profile of the Market

The Queensway Carleton Hospital operates within a Masterbrand Strategy, competing with various other hospitals

within the Ottawa area. Each hospital is provincially funded, and specializations in specific areas, serving a defined

segment of the population.

The market of hospitals in Ottawa consists of the following framework (each hospital has a defined healthcare

specialization appealing to target segmentations):

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The Ottawa Hospital is comprised of the Riverside Hospital, Ottawa General Hospital and Ottawa Civic Hospital. Each hospital within the brand umbrella has a specific specialization, and is linked together by the academic component and public teaching.

Consistent brand elements over all three facilities

Effective partnership with Ottawa U

Typical blue colour palette

Clear and concise website, consistently branded

Consistent content posted over Facebook

Strong levels of engagement exhibited through Twitter (linking to influencers and relevant sources)

Utilize the architecture of the buildings through illustrations (logos)

Doesn’t embrace a specific cause like the other hospitals

Brand promise is unclear and not-compelling

Over the past thirty years, CHEO has established itself as a world-class academic health sciences centre providing leading-edge treatment, diagnostic and laboratory services for children and youth aged 0 to 18 years.

Consistent marketing and brand Image

Brand equity: logo and symbol of teddy bear

Distinctive colour palette (purple)

Clearly defined brand promise

Specific target demographic

Charity benefits

Leveraging brand advocacy in the community

Strong loyalty through donations

Attractive Website

Strong social media presence (utilizing strong and consistent content)

Community sporting events involvement (Marathon 10K)

Incorporates real stories into marketing promotions – encourages people to share their experiences

Committed to serving the mental health needs of patients and families across Eastern Ontario. Also dedicated to exploring new approaches to mental health treatment through leading-edge research and education.

Compelling brand champions: Daniel Alfredsson, Margaret Trudeau

Embraces topical issues: health care for Syrian refugees

Clear and concise website

Distinctive brand elements

Youtube channel producing interesting and informative content

Issue of mental health is becoming more mainstream

Typical colour palette (blue and gold)

Brand equity: symbol of a butterfly (light, airy, symbolic of transformation)

Strong social media presence: utilizing all platforms

Free lecture series on relevant issues encouraging consumer engagement

Competitors - Primary

CHEO – Academic Pediatric Care

The Ottawa Hospital Academic Research (partnership with The University of Ottawa) ROYAL OTTAWA – Mental Health

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CLINICS - WITHIN CITY OF OTTAWA PRIVATIZED HEALTH CARE - HOME PATIENT CARE

Many people utilize walk-in clinics as a resource to care for a variety of health care purposes. Within this study we will review Appletree Medical Group Incorporated within the city of Ottawa:

Lengthy wait times (patients can verify wait times online)

Poor website

Lack of social media presence

First come, first served patient admitted process

Online reviews present poor brand image

Online reviews suggest undesirable working conditions and treatment of staff

Rushed patient care

Lack of personal treatment – quantity rather than quality

Outdated brand image and unclear symbolism

Undefined brand promise

Lack of community involvement

There are various privatized health care options that give the option for patients to receive care within their personal space, which has been specifically customized to their specific needs. Services range from personal care support (dressing, bathing, housekeeping, and companionship) to live-in full time care supplied by a registered nurse (administer medication/treatment, conduct routine medical testing, etc.)

Provide patients the privacy and comfort of their own home

Home services cannot provide the equipment that a hospital would accommodate

Personal care that has been tailored to the patients requirements

Emphasis on quality as opposed to quantity

Non-gov’t regulated, client pays privately Pricing (monthly rate):

Independent living: $2075 – $4750

Retirement Home (Assisted Living): $1760 – $5500

Long Term Care (Nursing Home): Range $1620 – $2170

Competitors - Secondary

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External Questionnaire

*The following information has resulted from a qualitative survey conducted to

review awareness, image and overall health of the Queensway Carleton Hospital

brand.

RESULTS & INSIGHTS

Respondents could not identify any specialized services offered at

the QCH.

Respondents perceive the defining strengths of the hospital to be

inconsistent; responses received related to skilled employees and

the specific care provided to senior citizens.

Feedback received in relation to the QCH logo was generally

negative, with respondents indicating low levels of engagement

and awareness of essential brand elements.

When asked to identify defining features of the brand, responses

were inconsistent.

Respondents exhibited high levels of awareness and relationship

with the CHEO brand, specifically relating to key marketing

initiatives and brand positioning.

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POSITIONING STRATEGY

As previously identified, the hospitals within the Ottawa market have chosen areas of specialization in order to

achieve top-of-mind awareness, as well as differentiate amongst a competitive market. By choosing the two most

vulnerable sectors, supported by research to confirm the growing need for these services, the hospital should

choose areas of specialization that will have the strongest impact on the community.

For the population of the west end of Ottawa, the Queensway Carleton Hospital is the only brand among all

hospitals (located in the city of Ottawa) that specializes in the care of Geriatrics supported by the newly

opened ACE – Acute Care of the Elderly Unit.

How to solidify a repositioning strategy:

o Create a marketing campaign to highlight the unique benefits of the soon to be open ACE Unit

o Focus communications on positivity rather, than fear or guilt marketing

o Utilize internal opportunities – screens, boards, banners, etc.

Recommendations – We Suggest

*The following items are

taken from our initial

estimate to QCH. We have

further defined their purpose

and direction based on this

Brand Audit.

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SOURCES OF BRAND EQUITY

LOGO: By incorporating a “CH” to the existing logo, and tweaking the contrast of the image itself, the “Q”

will become more identifiable to the viewer.

COLOUR PALETTE: With a competitive market place who has been consistently utilizing a blue colour

scheme, we suggest the brand adopt a more teal and turquoise palette, and avoid the royal blue hues.

TAGLINE: The current tagline of “People First, Caring Always” does not speak to a specific segmentation,

and thus becomes unmemorable. If the QCH were to embrace a more focused tagline that related to the

key benefits the hospital provides, the brand would begin to generate key associations.

WORDMARK: We recommend the QCH brand incorporate a fully bilingual wordmark to accompany the

logo (ensuring the logo is consistently associated with the brand).

BRAND CHAMPIONS

Other competing brands (ex: Royal Ottawa Hospital) effectively leverage celebrities and community

members as brand champions. The choice of individual typically relates to the positioning of the

organization as a whole.

Hazel McCallion (former mayor of Mississauga) could be a potential candidate to champion senior

advocacy related to the ACE Unit.

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CUSTOMER EXPERIENCE

Utilize social media platforms more effectively to increase reach and foster brand relationships

(ensure content reflects brand personality and is interesting/sharable).

o Generate informative videos (utlizing the Youtube platform) to engage with target segment

and caregivers

o Produce creative and light hearted content (communicated over Facebook and Twitter) that

will develop brand personality in a way that is approachable and friendly

o Use humour when appropriate and relatable content to engage the community

o Document community initiatives over social media to link with influencers

o Utilize cause marketing strategies through social media to promote donations

o Hire a Social Media Manager who can create a monthly schedule relating to a specific theme,

who is posting consistently and creatively (actively respond to comments and questions

directed towards the brand in a timely manner)

Create focus within the QCH website

o Consistent branding: colour palette, logo, taglines, etc.

o Clearly indicate where viewers can make donations (simplify the process)

o Create hierarchy of content and simplify the experience

Customer experience – train staff of upcoming ACE Unit opening so they can speak to it intelligently