Springboard appreciates the opportunity to share our branding capabilities. Below you will find very brief case studies of some branding work we’ve done for healthcare corporations, networks and association clients. Please feel free to navigate around the rest of our website to learn more about how Springboard can help bring your new brand to life.
The process of branding is our strategy. There’s a big difference between developing an ad campaign and launching a new brand strategy. While the promotion of your brand is a key element, the strategy has to engage internal stakeholders (first) and the culture of the organization. In addition, there are operational considerations which will help support and enhance your brand story.
Brand stories are unique to every organization and require serious digging to uncover their character. At Springboard, we work relentlessly with our clients to identify their brand essence and communicate it in a way that educates, entertains, and engages. We believe branding is a 5-staged strategy that doesn’t just focus on promotions. It involves the development stage (dig), the inspirational stage (engaging and exciting key stakeholders), the operational stage (making the brand promise stick), and the cultural stage (living the brand), in addition to the promotional stage (telling your story).
Spectrum Administrators, a full-service third-party administrator (TPA), underwent a significant change in its marketing position from a traditional TPA, to a population health management company. As a result of this shift, it sought out a new, more descriptive, name that would more effectively present the company in this capacity to key audiences. Springboard was asked to help the organization develop a name, identity and tagline based on key information, highly targeted key audiences, as well as the long-term vision of the leadership team.
Using research and information from key audiences and the leadership team, Springboard developed the name “Populytics” and a corresponding identity that reflects capabilities in both “full-service” health population and analytics.
ADDITIONAL BRANDING WORK
RestorixHealth came to Springboard with two branding challenges. The first was integrating the recently acquired Amputation Prevention Centers of America brand. This caused a decision to either support it as a separate brand or fold it into RestorixHealth. The second was to align the identities of each to make them “part of the same family.” This initiative rapidly expanded into an opportunity to better position RestorixHealth in the marketplace and the design to tell the story of this larger, more capable, brand that has Amputation Prevention Center inside. As you can see, we aligned the identities, using the colors and strokes of the RestorixHealth icon to bring the “leaping man” into the family.
Thomas Jefferson University, Jefferson University Hospitals, along with their foundation, medical group and innovations lab aligned to form one entity to more effectively position the total enterprise for the future. Springboard developed a new brand position, identity and tagline to unite the entities.
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.
Lehigh Valley Health Network
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.
Illinois Health and Hospital Association
The Illinois Health and Hospital Association (IHA) is dedicated to advocating for Illinois’ more than 200 hospitals and nearly 50 health systems as they serve patients and communities throughout the state. IHA merged with the Metropolitan Chicago Healthcare Council in 2015 and requested Springboard’s help in either combining or integrating these two brands.
The design of IHA’s new logo is contemporary, confident and simple. With the “A” leading the way, the new logo speaks to the power of their Association and shows that IHA is at the forefront of healthcare transformation. The “A” overlaps the “H” because good health is behind everything they do. It also visually displays that they have their members covered.
Each letter of the logo has a distinctive color to symbolize their individual importance. Yet, each color contains elements of the others to illustrate the unified voice of the new IHA, both internally and to the audiences they serve. The boldness reflects the leadership positions that the two organizations have held. It also reflects the position they maintain, now as the Illinois Health and Hospital Association.
IHA. Together they are strong and bold. They are innovative. And, committed to the vision of quality healthcare for all Illinoisans.
The challenge was to create a new name and identity for the Beebe Healthcare organization as it expanded to outpatient and other services besides the hospital. The new logo retained the equity of the “B” in Beebe as a promise to consumers that they can achieve their goals by living a healthy lifestyle. As part of the brand strategy, the word “Be” was introduced as an empowerment rallying cry for consumers, reinforcing Beebe’s promise to the marketplace.