Dekalb Regional Health System Case Study

Dekalb Regional was a three-hospital system located in Dekalb County, Georgia. They were recently acquired by Emory Healthcare, the largest and most comprehensive hospital system in Atlanta, Georgia.

The Challenge
Dekalb Medical had maintained patient voume over the last few years, but noticed a large loss of their insured base to competing hospitals in close proximity. In addition, the reputation of the hospitals has begun to decline and referrals from PCPs was also decreasing.

The Solution
We repositioned the hospital with a new tagline and key messaging around “with you all the way” that spoke to how Dekalb helped patients throughout all aspects of their healthcare journey. The campaign included tv, digital, outdoor and print materials that were applied across each of their service lines. The campaign also included an internal employee launch prior to the external launch.

The Results

Acquisition

Ultimately the system was positioned for buyout by Emory Healthcare, due in part to their growth and shift in consumer perceptions.