The Demise of Indy’s Favorite Hospital – and Your Value Proposition

It was a healthcare supernova. Founded auspiciously in 1956 with support from a prominent Indy lawyer, a top banking executive, and even the influential publisher of the Indianapolis Star, Winona Memorial Hospital swiftly skyrocketed to become the No. 1 favorite hospital in Indianapolis.

After peaking at 400 beds and hundreds of providers, the all-star facility known as the “Governor’s Hospital” (located a few blocks north of the Governor’s Mansion on Meridian Street) tragically flamed out and permanently closed its doors in 2004. Demolished seven years later, only a vacant lot presents silent testimony to faded glory of the once uber-popular Winona.

What happened? And what does this have to do with your company’s – and your personal – value proposition?

Winona suffered a disastrous conversion to a for-profit entity in 1991, and by 1994 changed hands back to a physician-centered operation. I was then a vice president of a major Indy ad and PR firm, and we won the marketing account to try to help Winona recapture its former glory – at least enough to sustain operations.

As I dug into Winona’s history, I was amazed to see the hospital’s story arc. It had achieved much. In addition to serving a broad variety of patients, the hospital was once home to number of highly regarded specialty practices – a vaunted psychiatric service, state-of-the-art emergency care and a 24-bed critical care unit.

Despite a first-class multi-channel marketing campaign, it didn’t work. Too many things had changed. Competition from other hospitals had moved in, including the dramatic expansion of regionwide services and convenient choices from state-of-the-art, conveniently located facilities. Winona patients, some disappointed, even alarmed, that their trusted facility had changed its focus, went elsewhere, together with their referral loyalty. Capital formation opportunities dried up, creating cash flow issues.

It was too late. Once a favorite with patients and providers alike, Winona was no more.

A failed value proposition

Looking back, one thing is crystal clear. Winona’s value proposition – the brand promise it touted and what was perceived by its target population – had failed. Trust eroded, patient populations shifted, and the marketing noise generated by other healthcare operations was too much to overcome.

What about your value proposition today? Does your value proposition clearly reflect a brand promise?

Critical issues

A strategic value proposition focuses both your internal and external efforts. It helps attracts customers and critical supporters (including bankers and those engaged in capital formation). An effective value proposition addresses three critical issues:

• How relevant are your services and/or products to your target market and your customers? How do your services advance your customers and solve their problems or needs?
• What are the specific benefits that come from the value that your company (and its products and services) is expected to bring? How can that value and those benefits be demonstrated or measured?
• How are you different from other companies that offer similar services? How does the value you bring differentiate from competitors?

Have you recently reviewed your value proposition? Does it match and meet the challenges of the second decade of the 21^st century? (Do you even have a stated value proposition or differentiated brand promise – if so, why is it believable)?

A working value proposition that is attractive, energizing and compelling will be bereft of meaningless jargon. It will reflect the current language and needs of your customers (or those who want your services). And it will be informed by research and meaningful data.

Not a slogan

Too many companies write or express their value proposition as a slogan, catch phrase or positioning statement. Those all have their place and purpose, but not in a value proposition.

Once you’ve developed a value proposition that truly expresses your true worth and why your company and organization represents a strong choice (a strategic value proposition will benefit both for-profit and not-for-profit organizations), it will become a fulcrum for continuous improvement and attraction.

What are attributes of strategic value propositions?

• A strategic value proposition clearly demonstrates why your company or service is the best choice. You are clearly differentiated. The brand promise reflected in your stated value proposition is attractive and believable.
• Most companies can’t perform every service that a customer may need. But the service (or product) that you provide will be best in class.
• Your customers (or the people you serve) are your partners. You work together.
• It presents credible proof or a believable commitment that your company will provide services in the most efficient and time-sensitive way.
• Pretty much every company will say that they put their customers first. Your value proposition should reflect reliable service that is delivered on time – and that regularly exceeds expectations, especially that which can be expected from your competitors.

Remember, “free” is a four-letter word. Even in an inflation-prone environment, a company that executes on the brand promise reflected in its value proposition will likely be perceived as high value, worth the required investment.

Be honest and clearly communicate

Take the risk of honestly identifying and clearly communicating your brand promise through a refreshed value proposition (no hype). Achieve buy-in and support among your internal audiences and confidently tell your story.

Too many companies fall from a loft height like Winona Hospital because they don’t match their brand promise – their living value proposition – to the people who truly can use and benefit from their services. Differentiate and succeed!

Want help in recrafting and communicating your company’s value proposition to succeed in uncertain times? Like to review some samples of great value propositions? Contact us today!

By Michael Snyder, Managing Principal. An MBA from California State University and a long-time accredited public relations professional, Snyder holds deep successful experience in helping companies navigate complex environments.