Strategic Healthcare Partner Ten Adams Takes Uniquely Integrated Approach To Hospital Growth

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Company Raises Clients’ Organizations to “The Power of Ten” By Linking Strategy, Culture and Marketing

“When outside firms are engaged to evaluate a hospital, they look only through their narrow professional lens. That offers a very short-sighted analysis,” Jon Headlee says. “As a strategic healthcare partner, our approach is different. We break down the entire organization—staff, patient experience, advertising, public image, culture, everything—and then provide exactly whatever the client needs."

Headlee, president of Ten Adams, has used this common-sense philosophy again and again to improve the fortunes of dozens of hospitals across the Midwestern United States. Now in its 25th year, Ten Adams is celebrating its quarter century of success with a fresh branding effort that communicates “The Power of Ten” via a redesigned website, a new logo, and more focused business strategy.

From offices in Evansville, Indiana (the company was originally located at 10 Adams Avenue in the Downtown Evansville Preservation District), Ten Adams focuses on the entire “patient”, integrating traditional advertising and branding efforts with cultural assessments,, physician engagement and alignment customer relationship management, leadership development programs and more.

“Our historic strength has been our ability to combine an outsider’s objectivity with an insider’s perspective on the issues hospitals face,” Headlee stated. “’Relax, we know healthcare’ has always been our theme. With ‘The Power of Ten’ we’re now communicating the synergy that takes place when you combine strategy, culture and marketing to improve the patient experience. The results can be amazing.”

Positive Results

“Ten Adams gave us much more than a rebranding effort,” said Joseph Miller, Vice President of Strategy and Planning for Trover Health System, a regional medical center and clinic in western Kentucky. “Thanks to their cultural assessment and training, our patient satisfaction scores are improving steadily, and trust within the organization has grown as well. Our problem solving and creative initiative projects have spiked, and the perception within the larger community of the care we provide has improved.”

BroMenn Medical Center, an Advocate Health Care hospital in Bloomington, Illinois, credits Ten Adams’ multi-disciplinary effort with helping it retain its commanding reputation for quality at a particularly vulnerable time. “One of our biggest competitors was merging with a large physician group in the area, and a number of prominent specialists were considering signing with the new entity. Ten Adams developed a campaign that not only affirmed our image as the most preferred healthcare provider, but also helped raise our hospital market share to the highest point in our organization’s history."

According to Scott Mosley, Ten Adams Vice President of Strategy and Client Services, creating preference for a hospital among the larger community requires effective three-way execution of good product, exceptional service and effective marketing. “Whether we choose to admit it or not, hospitals are businesses. They offer a mix of products and services that are extremely important to people. To gain market share, a hospital has to first develop signature programs, followed by an unparalleled patient experience. Only then can it exploit those strengths through targeted marketing,” he notes.

Integrated Package

To execute its unique approach, Ten Adams has developed a proprietary evaluative process that measures both the cultural health of the organization and its competitive position. Based on its findings, Ten Adams’’s in-house experts, covering strategy, culture and marketing, work together to formulate a customized brand development plan.

Ten Adams award-winning work is often shared with—and even marketed to—a hospital client’s employees in advance, as a way of gaining support and momentum. St. Mary’s, a 509-bed regional healthcare system, was known for its caring approach to medicine, but needed to leverage its advanced technology to demonstrate its efficacy in state-of-the-art treatment. In addition to a new, mass media advertising campaign, Ten Adams developed in-hospital materials including sidewalk and floor graphics, posters, and elevator clings, as well as a dramatic employee “sneak preview”, to make sure workers delivered on the St. Mary Experience: to celebrate every victory, every challenge, every day.

“Our sole purpose is to partner with healthcare organizations to deliver positively remarkable experiences for patients, staff and the public,” Headlee states. “When we do, marketing becomes much more than window dressing. It becomes a brand promise that’s part of the hospital’s DNA. That way the message is not just about who they want to be, but who they are.”

About Ten Adams:
Ten Adams’ is a strategic healthcare partner whose sole purpose is to help our clients offer positively remarkable experiences for patients, staff and the public. Unlike traditional agencies, Ten Adams succeeds in this realm by implementing strategies born of a deep understanding of the entire organization—from strategy to culture to marketing . Ten Adams is able to absorb the complexities of the healthcare organization’s interconnected services and deliver simple, effective and integrated solutions. The company’s clients include leading healthcare providers across the Midwest. To learn more, visit http://www.tenadams.com.

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Erin O'Connor

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