Medical Center and Rehab Hospitals - Increasing Market Share

Bryn Mawr Rehab Hospital: Providing the Latest in Physical Medicine and Rehabilitation. Bryn Mawr Rehab Hospital is a center of excellence for rehabilitation care and a pioneer and leader in the field of physical medicine and rehabilitation. Located in Malvern, PA, Bryn Mawr Rehab Hospital (BMR) is an acute rehabilitation hospital specializing in a variety of innovative programs and services for people with physical and cognitive disabilities and injuries. Treatment teams provide individualized programs for patients with conditions such as brain injury, stroke, spinal cord disorders, orthopedic injuries and post-surgical rehabilitation, multiple sclerosis, amputations, arthritis, Parkinson's disease and chronic pain. Our goal was to help this great medical center compete for the trust of patients in an highly competitive marketspace. Located quite a distance from downtown Philadelphia, BMR sits on a tranquil and serene campus, but it is on no public transportation route and allows limited access to city residents who often do not own an automobile. The market is crowded and Philadelphia is blessed with many terrific choices and world class rehab hospitals, of which BMR is counted. This was a complicated case as it involved a host of decision makers and influencers from primary care and referring physicians to case workers and family members.

To better understand this decision process we analyzed the market in-depth and developed decision trees to help graphically pinpoint brand preference opportunities.

The final recommendations and positions helped define the brand from the patients perspective.

The resulting work made for better brand clarity and increased preference and was exemplified my the new suggested tag line.

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