Lehigh Valley Health Network
Health System Identity and Branding Campaign
Springboard was hired to preform a comprehensive brand engagement to help Lehigh Valley Health Network strengthen their brand. Like many healthcare organizations, theirs was a “house of brands,” creating what they called “logo soup.”
To remedy this, Springboard identified Lehigh Valley Health Network’s unique market position, brand promise and pursued a master brand strategy. This resulted in a new name for the organization, a new logo and a powerful new tagline: A Passion for Better Medicine.
The new brand strategy was launched internally through a series of employee forums, a brand book, brand launch video and a graphic standards manual.
Externally, the brand was launched at an annual community meeting and through an integrated marketing campaign that included award-winning television, print, radio, outdoor and web/social media campaigns.
This master brand strategy, positioning and advertising campaign helped Lehigh Valley Health Network achieve record high awareness, preference and usage – ultimately propelling them to become market share leader.