OBJECTIVE: Position the Medical Center as a sophisticated, state-of-the-art medical facility while keeping a patient friendly atmosphere.

STRATEGY: Although the Medical Center had added millions of dollars in new technology and facilities, many local residents still referred to HMC as "Henry Community" and many shared the perception that HMC lacked the sophistication of medical centers closer to Atlanta. HMC had completed a major market research study, but the results were extensive and difficult to decipher.

RESULTS: IMS looked at the results and found that while HMC certainly lost some patients to other hospitals for more sophisticated procedures, most people still preferred them to the next geographically closest medical center. It was further determined that patient and family needs were rather easy to understand, in that people wanted competent doctors, professional nursing care, and a modern facility. This position was simplified to the tagline: Henry Medical Center. Excellent Staff, Excellent Care, Excellent Hospital