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Refresh and Extend Brand Messaging for an

International Healthcare Provider

Introduction

An integrated global health enterprise and one of the leading nonprofit health systems in the United States serves the health needs of more than 4 million people each year. Through redefined models of health care delivery, technological innovation, and cutting-edge medical research, the organization is rapidly expanding at the regional, national and international levels.

The organization needed to refine and unify its brand message - to create a concise message platform that clarifies its future vision, provides market differentiation and positions them as a truly innovative and integrated healthcare provider.

Approach/Solution

To assess the current state of the brand and indentify a future platform, our team:

  • · Conducted a complete inventory and assessment of brand assets, visual identity and messaging
  • · Interviewed the executive management team and external influencers to determine the brand essence, mission, vision and core values
  • · Gained insights into current health care market needs/trends and perceptions
  • · Audited competitive messaging in the health care market space
  • · Identified message gaps and opportunities
  • · Proposed a strategic message platform and communications framework to be leveraged across the organization

Results/Key Metrics/ROI

Our team delivered a brand assessment and roadmap to position the healthcare provider for the future use in global, national and regional markets, specific recommendations included:

  • Define and communicate a consistent message, reconciling significant inconsistencies across hospitals, practices and business ventures regionally, nationally and internationally
  • Refresh the Brand Architecture to strengthen the corporate brand, but allow regional adaptation following clearly-defined standards and guidelines
  • Join up and integrate the disparate media, marketing and community relations strategies
  • Redirect additional resources to support the national and international business strategies
  • Revisit organizational models and processes, and implement a disciplined measurement program