Since 1902, the Anne Arundel Medical Center name has been synonymous with quality, comprehensive health care in the county and region.  We totally understand the concern, however as the system expands there is potential confusion with other “Anne Arundel” properties and enterprises throughout the region.  Additionally, as you enter new service areas, the question of whether the name “Anne Arundel Medical Center” will have relevance is an issue.

Experience

Our experience working with other health systems in other markets with similar situations provides some insights.  For example, when Lehigh Valley Hospital and Health Network wanted to change its system name for similar reasons. The consumer research overrode any concerns the organization had about confusion in the market with other “Lehigh Valley” entities.  Today, Lehigh Valley Health Network (LVHN), as a premier healthcare brand, has superseded any geographic boundaries and its expansion has taken it into many new markets and even some national programs.

North Mississippi Medical Center, a two-time Baldrige Quality Award winner, used the “medical center” brand as its consumer-facing entity.  However, when research was conducted to determine whether a name change was in order as the organization acquired smaller, community hospitals, consumers repeatedly commented that the brand has tremendous equity and would be welcomed in their market.

Before we jump to conclusions or “answers,” our proposed approach for Anne Arundel Medical Center will be to assess your current equity from research studies. Thus, as well as gain an understanding from leadership as to the vision and goals of the organization with regards to market and geographic expansion.  This will help us better understand the big picture and guide us in the right direction for further probing into the branding opportunity.

For the last 18 months you have thought through the master brand opportunity and we want to take advantage of the insights you’ve gleaned and input you’ve gathered.  We’ll want to review these documents, discussions, and directions to better understand how to quickly and efficiently pick up where you left off and move you forward.

We have conducted dozens of consumer focus groups across the country on naming strategies for health systems.  Regardless of market size, location, level of sophistication. It comes down to one core idea, “don’t make it confusing for me.”  Consumers want to simply know who’s behind the brand, what it stands for, and where to find it.  While we have tested many “buckets” of naming strategies from geographic references to computer-generated. These names are typically not as well received as some variation of the existing entity in which there is some level of knowledge and/or usage.    Clients in focus groups have had to be restrained (not really) when consumers still refer to the new system as the old hospital name!

Components

Internally, team members within a health system also tend to have a difficult time grasping or engaging new names.  It’s important that a sound story be developed to rationalize a name change.  They do, however, find it essential to understand the components of a health system and where referrals should be made. As well as, what is expected of them to benefit the performance and viability of the enterprise.

As part of our approach for Anne Arundel Medical Center, we are suggesting focus groups be conducted internally and externally. This will gauge thoughts on brand equity, market confusion, naming strategies, and other insights.  Since there is interest in a potential strategy around the “lantern” in your logo, we’ll want to gain a sense of recognition and “story” about it.  For example, we’ll ask people what it means to them and from there, naming ideas might emerge from the perspective of the customer.

Of course, we’ll want to know the thoughts and ideas that have been given to the “light” concept, So again, we can pick up where you left off and not re-create “the wheel.”

Based on our experience and case studies from the field, it costs significantly more to introduce a new brand than to re-position or refresh an existing one.  Therefore, before a decision is made to create and promote a new system brand, due diligence should be given to determine how to best leverage the brand you have.  We’re not suggesting that a new name and refreshed identity should not be considered. They will, but so will a variation of the Anne Arundel Medical Center/Health System name. This will allow to be tested with internal stakeholders and consumers.

Factors

Other determining cost factors will be in the promotional end of the equation. For example, will an “introductory” phase be launched or will the strategic focus for the organization be on service lines and other entry points.

The brand architecture piece of this engagement will be extremely important as it will determine and clarify how the different entities fit together, such as system brand, entity brands, service lines, etc.  We know this is very important to you and will share samples of others we have produced in the case study section.

We look forward to further discussing this opportunity with you and developing the most timely and cost effective way to help you launch a master brand strategy for your health system.  Anne Arundel Medical Center has accomplished so much in its history – including the announcement that you are a finalist in the AHA’s 2018 Quest for Quality Prize.  Congratulations on this and the other accolades the organization has received!

The master brand and naming strategy is very much in line with Springboard’s expertise.  Working with Anne Arundel Medical Center would be a priority for our team and a prestigious client on our roster.