Challenge:
An integrated Medical network had expanded over a fifty-year
period to include a wide range of high-value medical, emotional
and spiritual services. These nationally-recognized services included
home healthcare for all ages, a fine rehab hospital recognized for
getting people healthy faster than any other facility of its kind in
the nation, assisted living and life care communities that stretched
across two counties as well as family counseling. However, the
communities they served had an overriding perception that hospice was the key (and
sometimes only) service offered. Therefore, the public’s key association upon hearing the
Medical network’s name was one of death and dying. Our challenge was to educate the
communities as to the expanded range of services while re-branding and repositioning the
company as a provider of life and health, not death and dying.
| Solution: |
• |
A freshening of all corporate graphics and signage, while not totally abandoning the
equity in the existing logo and corporate ID, served to soften the look to one that’s
more accessible and friendly. |
• |
Next, colors were softened and, like the logo, made warm and welcoming. |
• |
A strategic creative plan was completed and advertising elements were executed and
lead by a new positioning line: Enhancing health. Celebrating life. This line
introduced bright, happy, active people enjoying the key benefit of an association
with the company — their health. Patients and staff were used in the electronic media,
making them a real part of this message. Tactics of TV, radio, print, outdoor, direct
mail and web content were utilized to carry this new, vibrant message. |
Result:
The staff immediately felt a part of this new message, which translated to the heart of the
communities. Life care and assisted living community enrollment is on the rise and additional
referrals to the rehab hospital and services are being made. The new position and
company brand worked quickly to shift perception to the bright reality of this outstanding
company. In addition, there were cost savings due to the efficiencies designed in the
identity framework. Currently, all communications materials are being retooled in order to
focus on the brand. |
