Health Systems and Hospitals

Healthcare Branding

 

Our Work with Leading Health Systems

Springboard is a national healthcare branding and marketing agency. We have helped hospitals and health systems across the country build their brand and tell their story. We do this by giving healthcare brands a heartbeat – connecting their core competencies with their target audiences’ needs and desires in a way that is fresh and meaningful.

Strategy is at the Heart of What We Do

It all starts with creating your unique brand position – one that is differentiating, elevating, believable, aligned with your strategic plan, and is sustainable. To help healthcare brands uncover their unique brand position and promise to the market, Springboard begins with the following:

  • Brand audits
  • Competitive audits
  • Quantitative and qualitative research
  • Interactive brand development workshops

We Believe Brands Need a Heartbeat

Heartbeat brands engage and inspire. They touch your customers’ hopes and dreams and live in today’s culture. Heartbeat brands make people feel better because they are in rhythm with their passions and interests, and respond to what they want most from your product or service. They excite, inspire, engage and comfort. In contrast, chest beat brands pound selling features, not benefits. And, they look and feel just like the brand down the street. The difference is startling.

Springboard helps brands discover a strategy and communications platform that will pump up your customers and internal audiences alike. Click here to learn more about giving your brand a heartbeat.

Strong Brands Begin on the Inside

Springboard internal communications educates and inspires employees and key stakeholders to “live the brand,” our capabilities include the development of the following internal brand launch tactics:

  • Brand launch videos
  • Brand books
  • Inspirational signage, banners and posters
  • Messaging maps
  • Brand graphic standards manuals

In Today’s Crowded Marketplace, Brands Must Stand Out and Be Memorable

Your brand and your story are unique, it’s our job to tell it in a way that resonates and engages with your key audiences. Whether a rebrand or service line campaign, Springboard’s healthcare branding and marketing capabilities include:

  • Brand naming, identity and brand architecture
  • Tagline or theme development
  • Development and implementation of targeted digital, social and traditional advertising

Building a Strong Brand is Never One and Done

Springboard believes in tracking the performance of each campaign, reporting on both the campaign analytics and the recommendations to optimize each campaign.

Comprehensive Brand Naming, Identity and Brand Architecture Strategy

Lehigh Valley Health Network

Springboard conducted a series of leadership and key stakeholder interviews and numerous employee and consumer focus groups to fully understand what made this organization special and unique. Key findings included:

  • The leadership and employees of this organization are “driven”.
  • The organization is known for quality – those geographically outside of the Lehigh Valley valued and wanted this brand in their communities.
  • The marketplace valued the strength and resources of an integrated health system.

We identified a new name for the organization, a unique market position, brand promise, logo, tagline, internal employee launch, graphic standards and external marketing communications.

The Brand Position:  Lehigh Valley Health Network is a team of dedicated healthcare professionals driven to make better healthcare possible for our patients, our community and our region.

The Original “House of Brands”
Before the name change to Lehigh Valley Health Network
New Master Brand
Using one established visual look throughout the network

 


The Tagline: A Passion for Better Medicine (making the concept of “driven” relevant to consumers, per our research)

Internal Brand Launch (the Inspirational Phase of branding): The new brand strategy was first launched internally through a series of employee forums, a brand book, brand video and a graphic standards manual, which were developed by Springboard.

Additional Branding Work

 

Graphic Standards Manual
Brand Book
Brand Matrix

 


Jefferson

Springboard conducted a series of leadership and key stakeholder interviews to better understand where the brand is today and where they want to go. Key findings included:

  • The organization is perceived as a quality-driven, historic institution with a well-regarded academic, clinical and research reputation.
  • An integrated and combined enterprise was viewed very positively by customers and seen as instrumental for growth and success.
  • Leadership’s vision was to create one highly aligned and consistent enterprise that is a model for excellence and innovation for all things related to health.

Brand Position: Jefferson is thinking (and acting) in an entirely different way; creating innovative ideas and solutions to the way health is researched, taught, practiced, and provided.

Naming Recommendation:  Jefferson

Identity recommendation:  An update of the current identity to reflect the desired brand position and a master brand strategy reinforces their desired market position and became the exclusive brand in identity architecture and promotional activities.

Move from a “House of Brands” 
To A Branded House (Master Brand)

 


Tagline recommendation:  Health is all we do

  • Unifies their mission
  • Touches all five divisions; academic, hospital, physician, foundation and innovations

The new Jefferson brand was launched internally on Thomas Jefferson’s birthday, with a series of internal forums that utilized the “One” brand collateral and new brand launch video.

Additional Branding Work

Helicopter on Hospital Helipad
Brand Book
Brand Graphic Standards

Beebe Healthcare

Beebe Medical Center has served the community for nearly 100 years. However, additional capabilities and entities made the organization more than a hospital. Springboard was hired to transition them into an integrated health system. Through a series of leadership interviews and both internal and external focus groups, we learned the following:

  • There is equity in the “Beebe” name and “B” icon.
  • The community values the additional access provided by its new health centers and urgent care facilities, but associating them with the medical center causes confusion.
  • Strategically, the organization strives to enable the community to live to its Fullest Potential for a Healthier Life – this became the brand promise.

The Name: Beebe Healthcare

The New System Logo
Unified Brand Architecture

 


 

Additional Branding Work

 

Brand Ad

Health System Branding Campaign

Holy Cross Health

Holy Cross Health is a Catholic, not-for-profit healthcare system known for quality and its commitment to the communities it serves. They expanded from a single hospital in Silver Spring, MD, into a system of hospitals and health services in locations throughout the community in order to increase access and enhance the patient experience.

The Challenge: The new brand must depict the breadth of Holy Cross Health’s services to tell the story of a comprehensive health system offering innovative programs and services, when and where people need them most.

Brand Position: Holy Cross Health is a forward-thinking health system with the knowledge and resources to help people address their individual needs and goals to achieve a better quality of life.

Brand Promise: Holy Cross Health is here to help me move my life forward.

Theme: Moving Life Ahead

Internal Engagement

The new theme and brand message was first launched to employees and internal stakeholders to educate and inspire them around the importance of the work they do each day. The new brand was introduced by the CEO online and through a number of town hall meetings. To engage employees around this theme, Springboard created a series of testimonials featuring employees explaining how they move life ahead.

Dr. Coots, CEO Video Script

Screen Savers

Pull-Up Banners
Time Clock Posters


 

External Engagement

The brand theme was then launched to consumers. It promotes the breadth of the Holy Cross Health services to position them as better able to help people achieve more, through their continuum of care and innovative programs and services. Ultimately enhancing the reputation of Holy Cross Health and building trust that they have the knowledge and resources to help consumers.

Brand Video
Springboard produced the following introductory brand video, it lives on Holy Cross Health’s home page and was served to the market through a series of digital and social media ads.

 


 

Mass Media

The following tactics were implemented to build overall brand awareness for Holy Cross Health.

Print Ad
Bus Wraps
Radio Ad

 


 

Targeted Media

The following tactics were used to get the Moving Life Ahead message in front of people who are most likely interested in Holy Cross Health’s services and programs.

Zoned Cable TV
Pre-Roll

Interactive Display Ads

 


Service Line, Referral and Award Campaigns

West Georgia Health

West Georgia Health was able to substantially raise awareness for its health system and priority service lines with the launch of the award winning “So Healthy Together” campaign. After two years in market, Springboard conducted a quantitative awareness, preference and usage study of consumers in western Georgia and Eastern Alabama. The research suggested an opportunity to raise preference for West Georgia Health further, based on proving their “Quality” and “Technology” advantages.

The result was a campaign that mixed quality and technology advertising with key service line messaging. Springboard coordinated an integrated media buy to promote each via the following media:

  • Targeted cable TV
  • Radio
  • Pandora Radio
  • Pre-roll Video
  • Search and display
  • Facebook ads
  • Print

 

Broadcast TV – Quality
Broadcast TV – Technology
Broadcast TV – Heart

Print Ads
Facebook Ads
SEM – Digital Ads


Holy Cross Hospital

Holy Cross Hospital, in Silver Spring, Maryland, expanded its neuroscience capabilities and expertise, adding well respected neurosurgeons, neurologists, interventional neuroradiologists and neurosurgical physician assistants to their team. However, research revealed the impact of this competition – including some of the “best” neuroscience programs in the country.

Based on insights gained and the business goals of the organization, the objectives of this B2B healthcare marketing campaign are as follows:

  • “Wake up” the market to the incredible scope and expertise available at Holy Cross Hospital
  • Increase awareness and preference for neurosciences among referral sources – primary care physicians and neurologists
  • Drive physician referral and utilization to meet volume

Programmatic Direct Mailers
Medical Director Announcement Postcards
Continuing Medical Education Brochure

Print Ad
Radio Physician Advertising

 


Carle

When Carle was named a 100 Top Hospital, they turned to Springboard to make the most of this recognition. We created a visually stimulating, attention getting campaign that validated this competitive differentiator for Carle. This campaign was created to achieve the following:

  • Inspire the employees and internal stakeholders around the difference they make
  • Inform referring physicians in the area around the expertise at Carle
  • Elevate the perception of Carle among consumers in the marketplace

 

Print Ad
Outdoor Billboard
Radio Ad


 

Broadcast TV – Peak Performance
Broadcast TV – Shining Brightly

 


Hospital Foundation and Fundraising Marketing

Chandler Regional Medical Center

Chandler Regional Medical Center (CRMC), located in Chandler, AZ and part of Dignity Health, has asked Springboard to create a thematic idea to support a capital campaign to fund the construction of a new bed tower. Springboard worked closely with Dignity Health Foundation – East Valley to produce a donor toolkit that included the following:

  • A campaign toolkit box, folder and brochure
  • Fundraising appeal video
  • Sample donor letters and Q&A sheet
  • Donor presentation

These tools were instrumental in not only securing the donations needed to help fund this tower, but to support CRMC’s position of commitment to the community, making Chandler and the East Valley a better place to live.

 

Additional Tools

 

 

Fundraising Tool-Kit
Building on Commitment Video

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