brand strategy framework - the queensway carleton hopsital
TRANSCRIPT
You da bes
BRAND ANALYSIS
2016-2017
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Table of Contents
Executive Summary 3
SWOT Analysis – Internal 5
SWOT Analysis – External 6
Profile of the Market 7
Population & Demographics 9
Patient Profiles 10
Segmentation 11
Positioning 12
Strategy for Defined Segments 13
Measure Success with KPI’s 14
Reports & Forecasts 16
References 18
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Executive Summary
Objective: The purpose of this study is to develop a brand strategy for the
Queensway Carleton Hospital brand, based upon a determined positioning
and the analysis of consumer behaviour of a defined market segment.
The Brand Strategy Framework of the QCH brand provides a comprehensive
and focused guide of the positioning, consumer behaviour, and
segmentation identified through analysis of the internal and external
environment.
Within this guide, a detailed profile has been generated of the four majoir
segments of patients to which the hospiral provides care. Positioning 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. A strategy has been developed for each specific
segment, followed by quantifiable key performance indicators utilized to
measure the success of these strategies on an annual basis.
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 Analyis
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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
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SWOT Analysis – External
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 subsequentially 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 are strong, with defined positioning and brand awareness.
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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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QCH: Geriatric Care Queensway Carleton Hospital provides Emergency, Childbirth, Geriatric, Mental Health, Rehabilitation, Cancer care, Medical and Surgical Services, and is currently undergoing expansion and renovation.
CHEO: Academic Pediatric Care 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.
ROYAL OTTAWA: Mental Health 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.
MONTFORT HOSPITAL: Fully Bilingual Montfort is a general hospital. All of Montfort’s services are offered in both of Canada’s official languages.
The Ottawa Hospital - Partnership with Ottawa U, Academic Research GENERAL: Rehabilitation Centre, Eye Institute CIVIC: Eye Institute RIVERSIDE: Day Surgeries
Profile of the Market
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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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Positioning Geriatrics Palliative Care Brand Name Acute Care of the Elderly (ACE)
Unit Irving Greenberg Family Cancer Centre
Product category Health Care Services Target audience Ages 65+ Ages 18+
Primary benefit Quality & Innovative Healthcare
Support The ACE Unit provides state of the art care focused on the specific needs of senior citizens.
The Irving Greenberg Family Cancer Centre provides state of the art care focused on the specific needs of senior citizens.
Competitive set Brand new facility with state of the art technology, health care professionals with quality training
Logo/tagline, key message, etc “Your Health Care – Be Involved.” “People First. Always Caring”
“Accountability. Innovation. Respect.”
Positioning
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
because of the newly opened ACE – Acute Care
of the Elderly Unit.
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 people
suffering from cancer because of the newly
renovated Cancer Treatment Centre.
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Strategy for Each Segment
The ACE – Acute Care of the Elderly Unit,
has been the subject of media coverage
over the past several years. The $9.6
million project will address the special
needs of the frail elderly and will help
prepare them for a return home. The unit
will only be the second in Ontario. The
strategy of this project will be to address
the needs of an aging population, thereby
solidifying the hospitals commitment to
serve the growing needs of the
population. The hospital has identified a
demand, and has supplied the services
necessary to fulfill these consumer needs.
The hospital plans to tailor marketing
campaigns surrounding the opening of this
project (2018) to promote awareness and
increase potential for funding.
The Irving Greenberg Family Cancer
Centre is the product of a partnership
between the Queensway Carleton
Hospital and the Canadian Cancer
Society to create superior health care
specialized in providing state of the art
cancer treatment and rehabilitation
services for people suffering from
various forms of cancer. The hospital
has recognized the need for such
services, with cancer rates increasing.
The creation of this centre will serve the
growing needs of the community
promoting cancer treatment, but also
prevention education. The hospital
plans to tailor marketing campaigns
surrounding the opening of this project
to promote awareness and increase
potential for funding.
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Measure Success with KPI’s
PERCEPTION
The overall perception of the hospital is positive, however there is room for improvement. The following areas
have been rated in order to analyze the general perception of the hospital:
Mortality rate after surgery 7.79 (National average 8.62)
Nursing-sensitive adverse events, surgical patients 28.26 (National average 35.99)
Nursing-sensitive adverse events, medical patients 38.46 (National average 29.19)
Readmission after surgery 6.00 (National average 6.51)
Readmission after medical treatment 13.24 (National average 13.31)
Google reviews provided by patients have rated the hospital 3 stars (out of a possible 5-star rating), with
reviews ranging from very positive to extremely negative.
PREFERENCES & LIKING
Although the QCH brand has utilized traditional media effectively in terms of print media, brochures, television
appearances, etc., the brand is not currently present on social media platforms (Facebook, Twitter, etc.) with
the exception of the QCH Founation. The brand will need to allocate resources in order to engage with a
younger generation through these channels.
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Measure Success with KPI’s
AWARENESS
The QCH brand is committed to providing the community with absolute transparency; on a monthly, quarterly
and annual basis the hospital will be reporting various infection rates and other information on our website.
The Ontario government has introduced full public reporting on eight patient safety indicators as part of a
comprehensive plan to create an unprecedented level of transparency in Ontario’s hospitals.
TOP-OF-MIND
As identified, the hospitals within the Ottawa market have chosen areas of specialization in order to achieve
top-of-mind awareness. By choosing the two most vulnerable sectors, supported by research to confirm the
growing need for these services, the hospital has chosen areas of specialization that will have the strongest
impact on the community.
The hospital also participates in various fundraising activities within the community (integrated marketing
initiatives) to better engage with the public outside of the hospital. By integrating into the daily lives of the
community, the hospital will promote top-of-mind awareness and brand loyalty.
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Report & Forecasts
The QCH brand publishes an annual document entitled “The Queensway Carleton Hospital Annual
Report to the Community” providing absolute transparency to sponsors, donars, and the community at
large. The community has the opportunity to review expenses, revenues, patient volumes, etc. in an
effort to develop trust of the fulfillment of brand promises and strategies.
The publication reads like a newspaper with attractive and
inticing headlines, compelling articles, case studies,
interviews, etc. Readers are invited to learn about the
hospital’s latest technologies and healthcare innovations,
can review physicians’ recommendations on anything from
dietary supplements to cooking tips, and are welcomed to
embrace a healthy lifestyle. Ultimately, the publication
serves as a tool to encourage interest in the various
programs of the hospital, increase awareness, and foster
brand relationships.
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Reports & Forecasts
Every year an independent, in
collaboration with the Board of
Directors at the QCH and a third
party group of chartered
accountants (Deloitte) a financial
audit is conducted and the
statement is released as public
record.
The document addresses annual
revenues, long-term debt, capital
assets, government funding, etc.
The hospital has received
consistent annual government
funding over the past two years.
QCH Foundation received $1.15M
in private donations during
2014/2015. These funds supported
hospital expansion, new
equipment purchases and
education at QCH.
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Deloitte LLP. (2015). The Queensway Carleton Hospital Audited Statement 2015.
[https://www.qch.on.ca/NewsroomFiles/Audited%20Satements%203-31-15.pdf]
Statistics Canada. (2015). Canada Community Health Survey.
[http://www.statcan.gc.ca/eng/health/index]
The Queensway Carleton Hospital. (2015). Report to the Community 2015.
[http://www.qch.on.ca/uploads/Communications/317017-QCH-Metroland-Centre-Spread-FINAL.pdf]
References