Elevating a Brand, Expanding Access
PRMC is a community-owned, nonprofit hospital in South Central Kansas that has served residents of Pratt County and surrounding areas since 1951. Its affiliated hospitals and clinics give patients beyond Pratt County access to quality health care. However, making patients outside Pratt aware of PRMC offerings is challenging for the organization. Rural residents are often unaware of the capabilities and quality of PRMC and, as a result, travel to bigger cities to seek care. The hospital came to Howerton+White for help elevating its brand, improving its website, and raising awareness so the organization could better meet its goal of improving the health and lives of all in the region.
Positioning a Non-Profit Healthcare Provider
The hospital was changing how it would go to market. Founded as Pratt Regional Medical Center, the hospital was transitioning to the acronym PRMC. An early step in building a solid brand foundation for PRMC was to equip the medical center with a positioning statement that would define and differentiate it from competitors. A keystone in this language is that PRMC is “professional and personal,” highlighting how local professionals are not strangers but community members who can provide closer attention than a faraway medical center. It aligns with a new brand promise for the hospital: “Excellent, Compassionate Care in Your Community,” featured on patient-facing materials and a new website. It communicates that PRMC is where patients can get high-quality care close to home.
Communicating Compassion
Howerton+White enhanced PRMC’s visual identity to reflect its evolution and better meet its digital needs. The hospital’s logo, a golden torch, was refined to present a more contemporary look that resonates across digital platforms. This update was part of a broader strategy to ensure that every design element—from the website to social media assets—communicates PRMC’s dedication to compassionate and excellent healthcare. By focusing on warm imagery and soft backgrounds that highlight the patient, the redesign not only modernizes the brand but also aligns PRMC’s extensive services with its community-focused mission. These strategic updates ensure a consistent and engaging brand story across all digital touchpoints.
Building a Better Healthcare Website
One of the primary goals for PRMC was to increase patient visits by creating a website that’s not only regulatory-compliant but also centered around patient needs. To help achieve this, we focused on developing a user experience that facilitates easy access to essential services, appointment scheduling, and clinic locations. Prominently placed calls-to-action were strategically used to boost patient engagement and conversions.
Understanding the importance of universal access, we ensured the website met both ADA and HIPAA compliance standards. This dual focus affirms PRMC’s commitment to providing services that are accessible to all users, regardless of ability, while maintaining the confidentiality and integrity of patient data through secure data management practices.
Our strategy to enhance PRMC’s online visibility included comprehensive SEO and targeted content development, positioning the organization as a premier choice for healthcare services. This approach involved integrating relevant keywords throughout the site and optimizing specific landing pages for key services, which are crucial parts of PRMC’s broader digital marketing strategy.
To inform our development strategy, extensive competitor research and keyword analysis were conducted, ensuring PRMC stood out in a crowded market. This research influenced our UX/UI development, which was tailored to create a seamless and effective user journey across the website, enhancing user satisfaction and conversion rates.
Optimizing Healthcare Campaigns
When developing the campaign, we used precision targeting and ethical practices to ensure patient engagement and an increase in visibility. Starting with a competitor analysis and keyword research, our team identified opportunities to enhance PRMC’s online presence.
This process ensured we developed targeted content that resonated with PRMC’s diverse patient demographics, incorporating SEO best practices to optimize organic search performance and establish PRMC as a top choice for healthcare in the region. Our content strategy was carefully aligned with PRMC’s mission, emphasizing their commitment to providing high-quality, accessible healthcare.
To uphold the integrity of our campaign, we adhered to HIPAA compliance, safeguarding patient privacy while effectively using targeting and retargeting techniques to maximize reach without compromising ethical standards.
Our ongoing optimization and data-driven insights allowed us to refine our approach continuously, ensuring that PRMC not only reached but engaged their target audience effectively, leading to increased website visits, phone calls, and enhanced patient interactions.
