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Situation analysis of the brand Red Cross Children`s Hospital (RCCH )

Situation analysis of the brand Red Cross Children`s Hospital (RCCH ). The RCCH treats over 200 000 little patients a year in paediatric care. Despite performing miracles on a daily basis, i.e. first open-heart surgery/heart

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Situation analysis of the brand Red Cross Children`s Hospital (RCCH )

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  1. Situation analysis of the brand Red Cross Children`s Hospital (RCCH) • The RCCH treats over 200 000 little patients a year in paediatric care. • Despite performing miracles on a daily basis, i.e. first open-heart surgery/heart • transplant on a child in S.A. The hospital is in urgent need of doctors and nurses. • Objectives:: • Recruiting doctors and nurses national/ international.l • Raise funds for upgrading of building construction and equipment. • The Challenge:Turn a children`s hospital into a brand! • RCCH must be internationally recognized as a benchmark for medical achievements in pediatric care. The RCCH is a desirable employer who attracts medical personnel all over the world. • How do we achieve our objectives? • Answer: via 3. Phases to success: • The phases are “ Built - Get - Keep”

  2. 3. Phases to success: Built - Get - Keep • Phase 1: Built! • Built up brand identity: • Ratio: The following “hard facts” of the brand RCCH need to be considered: • - Increase of salaries - Ease registration process for foreign doctors/nurses -Modernize building and equipment of RCCH • Emotio: • Stipulate brand values (i.e.. innovative, human, confident, compassion, character building) and communicate these values through an integrated communication concept. • Phase 2: “Get” • Objective: Recruit staff. Encourage medical personnel to apply for positions! • Integrated Tools are: • Online: Chatroom, medical research forum on website of RCCH, Newsletter • Social Marketing: find sponsor/media sponsor to increase awareness/raise funds • International conferences/events: Doctors (multiplicators) of RCCH report about their medical achievements at international conventions

  3. 3. Phases to success: Built - Get - Keep • Advertising campaign in medical print titles (international with sponsor support) • i.e.: OVAYO DINGI, 12 needs your help! • He suffers from severe kidney failure. • Please apply for positions @ RCCH. • Cooperation with other foundations ( i.e. Nelson Mandela foundation) to increase brand awareness and use synergy effects • University Recruiting of international medical students (practicals in South Africa are highly sought after by European students) • all communication activities reflect the brand identity of RCCH • Phase 3 “Keep/win back” • Objective: Keep new and current staff! • Steps: - Real improvement of working conditions • - Continuous communication process with all stakeholders • - Evaluation of communication tools and permanent improvement • Win back medical personnel who left RCCH into other positions! • Tools: Newsletter, Invitation to conferences in paediatric care

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