Williamson Health
5by5 came alongside Williamson Health to transform its brand and catapult the organization into a new season of growth and scale.
Williamson Health
5by5 came alongside Williamson Health to transform its brand and catapult the organization into a new season of growth and scale.
Branding
Graphic Design
Web Design
Digital Marketing
SEO
Marketing Strategy
Video Direction
Script Writing
Rebrand and Omnichannel Rollout
Williamson Health (WH), formerly Williamson Medical Center, is a nationally awarded hospital system that has served the Williamson County community for over 60 years.
From its inception, Williamson Medical Center had expanded from a small, 50-bed hospital to a regional, full-service healthcare system offering exceptional care. The brand, however, had not evolved with the capabilities and reputation of the system.
This was causing market confusion and missed revenue potential.
Our team of market researchers and brand strategists went to work redefining the brand architecture of the entire health system, the Foundation, and over 30 affiliated entities spread throughout the county.
Our partnership included a comprehensive brand rollout, advertising plan, and media placement strategy covering out-of-home, broadcast, print, and digital/web/internet/mobile media platforms, as well as over-the-top streaming placements.
As a result, Williamson Medical Center transformed into Williamson Health, an entirely new brand identity for the health system that honored the history of the organization, and cast an exciting new vision for the future.
Capital Campaign for the Foundation
The associated Williamson Medical Center Foundation had a specific goal to raise $30 million of the total $200 million to meet a wide range of needs, from Operation Pink Chairs, which provides comfort to women recovering from breast cancer surgery, to various facility- and technology-related improvements to expand the health system’s capacity to serve its neighbors.
5by5 partnered with Williamson Health’s PR team, Alday PR, to quarterback a comprehensive strategic approach to roll out the rebrand to the Foundation’s highly invested donors and stakeholders to great success.
Emergency Services Campaign
To address short-term needs immediately, 5by5 developed and deployed a comprehensive patient acquisition campaign for the Williamson Medical Center ER services. Our approach leveraged both traditional media and paid digital ads to reach our audience and raise awareness of the phenomenal level of care available to them, just minutes from home.
Our traditional channels:
- Direct Mail to Williamson County residents
- Billboards along key sections of the interstate with the most coverage
The direct mail piece, which targeted new movers to the area, introduced Williamson Medical Center as the premier emergency services provider of Williamson County and included a magnet QR code that contained directions to the WMC Emergency Room.
After one year, the mailer resulted in 1,503 new patient households generating $13,082,542 in charges.
Our full-funnel approach including a custom landing page was effective in building awareness, driving engagement, and connecting patients with WMC when they most needed it.
Nearly 30,000 people visited our Emergency Room landing page during our campaign.
This represented an 184% increase in ER visits compared to the previous year.
