Winnie Palmer Hospital for Women & Babies Communications Audit

Organizational Overview

Winnie Palmer Hospital for Women & Babies (WPH) is the only hospital in Central Florida built for women and led by women. An extraordinary Orlando Health facility, it is home to leading physicians, surgeons and specialists, as well as one of the nation’s largest and most successful neonatal intensive care units. WPH physicians provide specialized care that covers all facets of women’s health, from comprehensive gynecological services and minimally invasive surgeries to obstetrics and high-risk pregnancies and births.

WPH physicians provide specialized care that covers all facets of women’s health, from comprehensive gynecological services and minimally invasive surgeries to obstetrics and high-risk pregnancies and births.

Orlando Health is a $2.3 billion not-for-profit health care organization and a community-based network of physician practices, hospitals and outpatient care centers throughout Central Florida.

Business Challenge

WPH wanted to bring consistency across its communications, as well as to broaden its appeal to a wider base within the central Florida community. The marketing team realized this could mean changes in brand identity and required an outside, objective look at the existing situation. J. Robinson Group was retained to conduct a communications review and to make recommendations. Specific goals included:

  • Determining consistency of key messages
  • Managing creative, production and distribution costs
  • Uncovering opportunities to consolidate and cross-sell
  • Identifying internal sponsors
  • Verifying calls-to-action
  • Building internal support for the brand
  • Creating more customer clarity

The scope of interest was broad, and included all materials and items with the WPH brand, including mentions and logos; print, signage, facilities, collateral, and forms; and any materials available and evident to the patient, guest or consumer. Locations included all locations and departments within the hospital, as well as the exterior grounds and fourteen ancillary facilities.

JRG Solution and Implementation

JRG proposed physical walk-throughs of all areas of the hospital, as well as of the ancillary facilities, and were scheduled to include one-to-one interviews with staff, escorted tours, and informal walk-throughs of public spaces.

During these walk-throughs, staff was asked to provide samples of all materials created/used/distributed within their departments or areas, both internally and externally. Materials were also collected from rack stands, countertops, and other locations apparent to patients and visitors. Photo files of each area were created to support and enhance the study, as well as to provide images of signage, posters, bulletin boards, uniforms, and items for which samples could not be collected.

Results and Outcomes

In all, 534 items were collected, documented, reviewed, and analyzed. JRG delivered a binder for each division and department with the relevant materials; digital files and scans, including a spreadsheet with each item and its information identified; and a final presentation and executive summary.

Seven major opportunities were identified, including new business ideas and ongoing brand communication planning. Areas for improvement were also identified, with ideas for cost savings and training among the most salient.

J. Robinson Group also delivered a list of “quick wins” that from the audit and ideas collected from staff. And finally, recommendations based on the audit were put forward for long-term projects and planning to enhance, strengthen and support the Winnie Palmer Hospital brand.

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