Dynamic Strategy Map

© Cronin Group Holdings

We have some of the best care and research in the world, provided in a beautiful rural setting.

Jennnifer Gilkie Mary Lourdes Burke Hope Rush Suzanne Dewey

Competitive pressure is heating up, with Boston- based hospitals opening locations within the DH area. This means residents now have more choices for cancer care, closer to home.

The study requires 125 participants, but so far, they only have 25. The study requires very specific conditions and symptoms. There are no regional limits of this study due to its telehealth nature, meaning the campaign could be nationwide. PTE is associated with a traumatic brain injury. One of the main symptoms is memory and cognitive issues, which makes everyday life difficult.

New audience migrating to SNH is vastly different in values and perspective than traditional NH

Dartmouth Health will need more creative effort to elevate the brand in a tumultuous time.

We will meet at regular intervals with all service lines and leadership to ensure we communicate effectively. Candid honesty should be our tone and clear and actionable insights should be the goal.

Open Communication Your leads will be able to collaborate every step of the way. From developing our strategy via media and creative briefs to building out the campaign. Our goal here is to make sure all perspectives are heard.

We hope you never find yourself facing cancer. But if you do, your chance of beating it is among the highest in the country at Dartmouth Cancer Center. Hope starts here.

Dartmouth Health is here to guide you, protect you, and help find a clinical trial that works for you. Imagine a new, hopeful path forward, under the care of doctors and staff pioneering treatments for your specific condition.

With our campaigns we will improve the Dartmouth Health brand attribute recognition among patients and potential patients in NH and VT markets. As these campaign impact our audiences, they will become far more familiar and comfortable with what Dartmouth Health stands for, no matter what campaign they interact with.

Of course the ultimate goal is bringing more patients through our doors and keep them coming back when they need care. Our honest and sharply targeted campaigns should do this work well, instilling trust with NH and VT communities. The most trusted brand will be a patients first choice.

Dartmouth Health should be seen a “health community”, not a “health system.” We’re a network of people serving the well being of our cities, our towns, our neighbors down the street. We will humanize our network of providers and staff.

Our providers and staff chose these communities too, much like many of our patients. We’re not a big health system expanding and following migration of people escaping urban centers. We are rooted here and our mission is woven into the fabric of the community.

The number of people signing up to be part of these studies during COVID took a nosedive and some of the trials haven’t recovered yet.

No longer using the CHAD name could leave patients concerned about the future of the hospital.

The initial brand launch campaign is exhibiting wear- out. Internal stickiness of the tagline (“The best, where it matters most”). Increasing outmigration in southern NH to Boston hospitals. Local residents perceive Dartmouth Health (the system) as “big corporate” rather than hometown heroes. Need to showcase the value of the network beyond the individual hospitals

Of the Community We are a health Our providers could practice in Boston, New York, or anywhere in the country � but they chose here, just like you. first… serving

Service Dartmouth Health exists to provide and promote world-class healthcare in NH and VT � rescuing smaller hospitals that may not have made it otherwise, knitting together a network of providers, and offering nationally-renowned care throughout the two states

Thanks to Dartmouth Health’s research and clinical trials, hundreds of new treatments have been developed, saving countless lives

You served our country, now let us serve you. Join our clinical study to learn new strategies for managing post- traumatic epilepsy, so you can be more productive, and get back to a happier life.

Title: (We could have gone anywhere) we chose here, too. Dartmouth Health attracts a different kind of provider. These are world-class medical professionals who could practice anywhere in the country. But they chose New Hampshire/Vermont. They chose Dartmouth Health! Dartmouth Health providers share your values and your love for the NH/VT experience. They’re your nurse, your pediatrician, your oncologist, your heart surgeon � and your neighbor.

Dartmouth Health’s orthopedic teams are among the best in the world and will be with you every step of the way, getting you back to the things you love.

Families trust their children’s health to the doctors and staff woven into their community… Dartmouth Heath Children’s is a nurturing environment where children and their family are part of the care team.

Main The best where it matters most

2023 brand campaign Care ties us together

Cancer

HOBSCOTCH A better life is on the line

Clinical Trials/Research

Your leads will determine who needs to approve what steps we take as we move through the process. Our main goal is to make sure everyone is nodding together as the works comes to life.

Approvals Our media team will launch our strategy for each service line on appropriate channels. They will test the performance against expectations and adjust the media plan as needed.

Execution We will work with your teams to identify any additional events, news, or other actionable items that can be integrated in our planning, or even re-direct our strategy.

The campaigns should impact our staffs across the network and lift Dartmouth Health as whole to a more positive place despite facing major challenges. The campaigns should instill pride from the ERs to the labs, to the local clinics.

Without being able to match the budgets of Boston systems moving to compete in New Hampshire, we must use creativity to perform on a different level and double down on our values… avoiding going head to head with likes of MGB.

We must humanize Dartmouth Health both externally, but internally too. How can Cronin help create something beyond advertising to revitalize their brand.