Geneva Community Health, part of Finger Lakes Community Health, has a rich history of serving the migrant population but had evolved to serve much more diverse patients. As the healthcare landscape has changed, GCH finds itself serving those with insurance as well as the underinsured or non-insured. The city of Geneva is also rich with cultural diversity and an eclectic population with Hobart William Smith, Cornell, and Ithaca College in its backyard.
Our goal for the campaign was to reach out to more of this population. Our research revealed (1) that many sought out community health centers, identifying with their mission and vision (2) they wanted providers who were not encumbered by time constraints and at GCH they could spend more time talking with providers, and (3) there was confusion in the market place as to our affiliation with the hospital system — Finger Lakes Health.
With that in mind, our strategy was to brand each center with its location identifier, Geneva Community Health, rather than the parent organization Finger Lakes Community Health.
Another misperception that existed in the community was a concern about the quality of care — “do doctors work there?” Therefore we incorporated our board-certified physicians and physician assistants (long-time residents) into the campaign. We also offer “one stop shopping” with dental, behavioral health/counseling, pediatrics, and family planning.