Case Study: Miami Children’s Hospital
Miami Children’s Hospital is a world leader in pediatric healthcare. With a medical staff of more than 650 physicians and over 2,000 employees, the hospital is renowned for excellence in all aspects of pediatric medical care from birth through adolescence. It is the only licensed specialty hospital exclusively for children in South Florida.
http://www.mch.com/
Situation:
Miami Children’s Hospital came to Eisenberg And Associates in 1996 with critical name and location confusion, lack of comprehension of services, misperception of managed care costs and a decrease in patient admissions.
Action:
Initial research resulted in the introduction of a creative branding theme “We’re here for the Children”. Throughout our years we have continued to reinforce this theme in various creative campaigns. These campaigns have helped define the hospital as the leading children’s hospital in South Florida. http://www.flchamber.com/
Results:
Research shows that MCH now has the most recognizable theme line of any pediatric hospital in Broward and Miami-Dade Counties and they have become and maintained first place rank in awareness, preference and reputation. “We’re here for the children” became the most recognized slogan, with 59% awareness and 43% name recognition, more than all competitors combined and MCH’s inpatient admissions has increased over 70% from 1996 to present.Annual Report Design and sustainability reports were discussed with this client.
Case Study: Perot Systems
2003 Annual Report
Needs
The annual report is Perot Systems’ http://www.perotsystems.com/ premier piece of creative corporate collateral. The 2003 annual report was an opportunity to continue reinforcing the branding strategy implemented in 2002 and illustrate the value Perot Systems places on cultivating healthy customer relationships as a springboard to helping customers achieve superior business results. The report was also an opportunity to emphasize the values upon which the company was founded. Finally, it was an opportunity to communicate the company’s financial results for its most recently completed fiscal year to shareholders, industry influencers, analysts and other in the financial community. This annual report design also set out to create a repository of Perot Systems information that can be leverages for internal and external communications, including speeches, news releases (http://www.prnewswire.com)/ the corporate Web site, associate communications and success stories.
Solution
Eisenberg And Associates (http://www.advertising.about.com/) with Perot Systems to communicate the clear message that Perot Systems’ success in achieving results for customers is the natural outcome of the company’s dedication to forging strong relationships with customers and adhering to the values established by the founders of the company. We support the message with strong customer success stories that clearly illustrate the relationships-and-results connection, while providing a clear, brief overview of the complex types of business Perot Systems conducts in terms the average reader can understand. As a team, we produced an on-target communications vehicle for Perot Systems Corp.
Results
The 2003 Perot Systems annual report met or exceeded all of its goals. Two customers approached the company about being featured in success stories in the following year’s (2004) annual report, citing the quality of the presentation in the 2003 (and 2002) reports. There were many internal requests to reprint or re-purpose content, including using portions of the annual report for individual success stories, external Web site content, intranet site stories, and creative PowerPoint presentations for current and potential customers. The 2003 Perot Systems Annual Report has been awarded the Silver Vision Award by the League of American Communications Professionals at the national level, the ARC Honors Award from MerComm at the international level, a Katie Award from the Dallas Press Club,http://www.pressclubdallas.com/ and an IABC Bronze Quill Award.http://www.iabc.com/
