Branding Recommendation Presented to the Durham County Commissioners January 7, 2013

Durham Regional Hospital (DRH) administration and the Durham County Hospital Corporation Board of Trustees are recommending re-branding the hospital to position it for future growth by better reflecting the important relationship it has as a part of Duke Medicine.

Why Rebrand? Growth & Development Duke Medicine is one of the strongest brands in healthcare. It’s not immediately evident from the name that Durham Regional Hospital is part of Duke. DRH currently has low brand awareness in general and low preference among newcomers.

In a 2012 consumer survey of 534 Durham County residents “What is the first hospital that comes to mind?”

“What hospital do you prefer to go to for your healthcare needs?” 50 percent of respondents who had lived in the area from one to three years preferred Duke University Hospital, while only 5 percent preferred DRH Preference for DRH increased significantly among those who had lived in the area for more than 11 years, with those living here at least 20 years having the strongest preference at 20 percent.

Population Demographics 2012 – 2017 Note: No instances of growth between 32,000 and 100,000. Source: Truven Health (Thomson Reuters)

DRH Inpatient Patient Origin Trends FFY 2010- 2011 Over half of DRH’s patients originate in Durham County and nearly 80% of patients come from Durham, Granville, Person, and Orange counties (PSA). However, volumes are also increasing from outside the PSA, including Wake County. Source: Thomson Reuters

Why Rebrand? Patient Volume Referrals Marketing The lack of outward alignment between Duke and DRH is perceived as a longstanding barrier in transferring patients from Duke University Hospital, outlying hospitals and via EMS from the field. Referrals As Durham Regional has lost many sub specialists, the hospital has had to repeatedly seek these services from Duke-affiliated physicians.  Those physicians strongly associate themselves with the Duke brand.  By carrying the Duke brand more prominently, the hospital will likely be more successful in encouraging the physicians to grow their volume at DRH. Marketing DRH doesn’t have the marketing budget to compete for share of voice with larger hospitals or health systems in the market. By adding “Duke” to the name, the hospital will benefit from the halo-effect of Duke Medicine advertising.   Recruitment of Health Professionals Leveraging the Duke name also supports physician and employee recruitment efforts.   DUH is typically on some type of divert four days a week. We should be able to fill beds at DRH with patients diverted from DUH, but physicians at community hospitals are reticent to send to a “non-Duke” facility. The 11,088 is the total number of patient related contacts - more total calls than that with often several calls per patient as you can imagine.  We end up accepting about 8,200-8300 of those patients to either inpatient or outpatient (ED mostly) at Duke Hospital.  The 400 to DRH would be out of that ~8300 who come to Duke Health System through the transfer center.

Perceived Barriers to Transfers “I would not have chosen Regional as my first choice. Always thought it was for poor people. I would have wanted to go to Duke because of their reputation. Thank God my sister told EMS to take me to Regional …” -- a grateful DRH patient From the Transfer Center The Duke Medicine brand has not been leveraged across all facilities to ease referring facility concerns about placement at DUHS community hospitals From EMS DRH needs more marketing; everyone knows the Duke name. There are generational differences. It used to be older people had always gone to DRH, so they preferred DRH. Now we see the Duke name constantly. Younger people don’t know DRH. They know the Duke name.

Recommendation Serving your community since 1976

How would Duke Regional honor its past? Durham Regional Hospital, formerly Durham County General Hospital, has a long tradition of caring for our community. While the name may change, the hospital’s mission, vision and values will not. The recommended name includes a tag line “Serving our community since 1976” that reflects the strong history and tradition of caring among Durham Regional, our staff, our physicians and our volunteers. The hospital will continue to honor our predecessor hospitals – Lincoln and Watts – through the Watts Building, Watts School of Nursing and our affiliation with Lincoln Community Health Center. The name change is a business decision that best positions the hospital to be able to grow and continue that tradition of caring for generations to come.

Recommended Time Line April 27, 2012 Initial discussion with board May – June 2012 Develop time line/plan June – Aug. 2012 Research Sept. 7 – 9, 2012 Presentation at TAP retreat Nov. 20, 2012 Dialogue at Board meeting Dec. 12, 2012 Board voted to recommend new name Jan. 7, 2013 Meet with Durham County Commissioners From the time of approval, it will take approximately six months before launching the new brand/name

Thank You