Posted: 05/29/2022 07:03:07
Modified: 05/29/2022 07:01:05
I recently received a mailing from Dartmouth Health. Included were 7 stickers, a magnet and an invitation to choose a gift of DHS merchandise: fleece vest, t-shirt, water bottle, etc. My question is, what is all this for? Where can a patient go locally that is not a DHS-connected hospital? We are a captive audience. It doesn’t matter what your name is. We will always go where our doctors are, no matter what your name is.
The big question is how much did this rebranding cost? There is the cost of new stationery, brochures, handouts, etc. that every hospital in the DHS universe will have to order. There are advertisements on the Internet, on television, in the media and mass mailings promoting this new name. Has an outside marketing firm been hired? Did they do focus groups? Have surveys been carried out? There are costs associated with each step DHS takes to switch brands.
At a time when small hospitals are struggling to provide local services, I would rather see all of this money spent on helping local hospitals or increasing income for the frontline workers who have helped us through the past two years. If DHS is truly “best where it matters most” as their ad proclaims, I challenge DHS to publish a cost breakdown of the marketing campaign in this newspaper. I assume that they did not receive a subsidy to cover these costs. So the costs are passed on to us, the patients. To what end?