Geneva Community Health

Geneva Community Health, part of Finger Lakes Community Health, suffered from the perception that it served low-income people but the truth is that they had evolved to serve everyone. 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 into the campaign. We also offer “one stop shopping” with medical, dental, and behavioral health/counseling services.
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