Amid increased competition and a nationwide trend of hospital mergers, the region’s largest hospital system is launching a new brand campaign to better connect with area residents who have more and more choices for healthcare.  

Munson Healthcare – called simply “Munson” within the campaign – will soon kick off a multi-channel effort dubbed “Committed to You.” The campaign contains a variety of advertisements and promotions featuring real Munson employees in an effort to highlight Munson’s roots as a community hospital and its continued push to provide truly local care.

“Right now, across the whole country, healthcare systems are really seen as dehumanizing places. And they may or may not be managed (by) people who live thousands of miles away,” Munson Chief Marketing & Communications Officer Megan Brown tells The Ticker. “What's true about Munson is that we've been here for more than a hundred years, proudly independent and dedicated to improving lives in our region of Michigan.”

During research and interviews in preparation for the new campaign, Munson officials discovered some unsettling trends, Brown says. The first is that despite stronger scores with older folks, many young people have no real affinity or connection to Munson. And less than 30 percent of people of all ages are aware that Munson is a nonprofit.

All of this might be fine if Munson was the only game in town. But it’s not, and its foothold is arguably being eroded at a faster pace than ever before by non-affiliated care providers and imaging centers along with increasing virtual choices. All the more reason to build the brand, Munson officials believe. 

“We don't have our head in the sand,” Brown says. “We know there is increased competition, both locally and virtually, and so it’s up to us to show and tell the value that we provide in our communities.”

The campaign’s structure and design were completed by Munson’s internal communications and marketing teams along with local contractors, Brown says. Effort was made to be as genuine as possible, avoiding stock photos in favor of real employees with real stories to tell. They want to “dial up the heart” in part by showcasing how many hometown folks and longtime community members work throughout the system.

“Our people are our greatest asset, and we want that to really come through. They're the face of the organization, the folks you see in the communities, and their unwavering commitment is second to none," Brown says. “And after the four hardest years in the history of healthcare…we want to uphold them and show their commitment and sacrifice in the community.”

It’s also a chance to highlight services that Munson has improved, or that may be unique to Munson. One employee prominently featured in the campaign is Dr. Gary Rajah, a cerebrovascular neurosurgeon who works in what was recently certified as northern Michigan’s only comprehensive stroke center.

Brown says the campaign is also an opportunity for Munson to proactively tell its own story in a time when the public can easily be swayed by negative chatter online or elsewhere.

“We want to tell people what we stand for, especially in hard times. In hard times, people come to conclusions, and they may not always be good ones,” Brown says. “(You have to) tell your own story, rather than believing that people are going to tell it for you.”