Health Systems and Hospitals

Healthcare Branding

Whether newly merged mega-enterprises, community-based systems, or independent hospitals, these organizations all face similar challenges of growth and differentiation.  With the experience of working with dozens of health systems and hospitals across the U.S., Springboard has learned a thing or two that can help you identify and communicate a compelling story in the marketplace. 

Take a look at a few of our client case studies and see the difference our experience and expertise makes.

Lehigh Valley Health Network (Allentown, PA)

Comprehensive Brand Naming, Identity and Brand Architecture Strategy

Springboard 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 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

Internal Brand Launch: The new brand strategy was first launched internally through a series of employee forums, a brand book, brand video and a graphic standards manual.

Additional Branding Work

 

 

Graphic Standards Manual
Brand Book
Brand Matrix

 


Jefferson (Philadelphia, PA)

Comprehensive Brand Naming, Identity and Brand Architecture Strategy

Identity recommendation:  An update of the current identity to reflect the desired brand position and a master brand strategy reinforces the desired market position and became the master 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 (Lewis, DE)

Comprehensive Brand Naming, Identity and Brand Architecture Strategy

Beebe Medical Center has served the community for nearly 100 years. Springboard was engaged to transition the organization into an integrated health system.

The Name: Beebe Healthcare

 

The New System Logo
Unified Brand Architecture

 


 

Additional Branding Work

 

Brand Ad

Holy Cross Health (Silver Spring, MD)

Health System Branding Campaign

Holy Cross Health is a Catholic, not-for-profit healthcare system known for quality in the communities it serves.

Brand Proposition: 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.

 

Dr. Coots, CEO Video Script
Screen Savers
Pull-Up Banners
Time Clock Posters

 


 

External Engagement

The brand theme was then launched to consumers and position’s them as better able to help people achieve more, through their continuum of care and innovative programs and services.

Brand Video
Springboard produced the following 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


West Georgia Health (LaGrange, GA)

Service Line Marketing

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.

The campaign mixed brand advertising with key service line messaging. Springboard coordinated an integrated media buy to promote via:

  • 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

Service Line Marketing

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 (Urbana, IL)

Award Campaign

When Carle was named a 100 Top Hospital, it 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.

 

 

Print Ad
Outdoor Billboard
Radio Ad

 


 

Broadcast TV – Peak Performance
Broadcast TV – Shining Brightly

 


Chandler Regional Medical Center

Hospital Foundation and Fundraising Marketing

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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