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 was 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 identify 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.
Key Outcome/Key Data

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.
Key Takeaway