Healthcare Branding Clients
Whether newly merged mega-enterprises, community-based systems, or independent hospitals, these organizations all face similar challenges with their healthcare branding clients growth and differentiation. Therefore, 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.
In a word, take a look at a few of our healthcare branding clients case studies and see the difference our experience and expertise makes.
- Holy Cross Health
- Lehigh Valley Health Network
- West Georgia Health
- Greater Family Health
- BayMark Health Services
- Jefferson
- Beebe Healthcare
- Holy Cross Hospital - Neuroscience
- Carle
- Chandler Regional Medical Center
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
In brief, 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.
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
Mass Media
The following tactics were implemented to build overall brand awareness for Holy Cross Health.
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.
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.
Before the name change to Lehigh Valley Health Network
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
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.
In summary, 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
Greater Family Health (Elgin, IL)
Rebrand: Naming, Identity, Positioning, Messaging and Creative Development
Greater Elgin Family Care Center, one of Illinois’ largest FQHCs, selected Springboard as the partner that would lead the organization through a rebrand, internal launch, and external launch.
The goals of the rebrand were as follows:
- Better connect the 8 community health center brands with the parent brand and to each other.
- Reduce confusion around their multiple brand names.
- Fuel geographic/services/payer expansion.
- Unify marketing communications efforts.
- Increase patient volumes for each center, service area, and service line.
- Shift the payer mix to include more privately insured and Medicare patients.
As almost every engagement does, our work started by establishing a unique brand position for the organization. Once agreed upon, the first deliverables were a new name and master brand identity.
- “Greater” suggests more and at a higher level.
- “Family” identifies the patient(s) we serve and the organizational culture we value.
- “Health is the relationships we strive for versus just caring for people episodically.
Throughout the internal and external launch phases – we created a greater brand:
Since the rebrand, Greater Family Health has recorded its third straight year of record volume and revenues.
BayMark Health Services (Lewisville, TX)
Identity Development and Brand Architecture
BayMark Health Services is North America’s largest substance use disorder treatment provider brand. It expanded rapidly, acquiring opioid treatment programs, office-based opioid treatment programs, and residential addiction treatment facilities across the U.S. and Canada.
- The Need: BayMark leadership asked Springboard to evaluate brand unification to accomplish the following:
- Align the service line brands with the parent organization and each other.
- Inspire employees across the organization around a singular vision.
- Fuel organizational growth and utilization along the continuum.
- The Current Situation: A House of Brands
- Deliverable: A New Position-Based Identity
The logo mark represents a pathway of recovery for patients – which is not always straight. The identity acknowledges that it takes a combination of the power of evidence-based programs and a spirit of harmony and renewal from the caregivers to achieve success. The result is a bright and optimistic future at the end of the journey.
- Deliverable: An Endorsed Brand Strategy to Unify and Align all Brands Under the BayMark Umbrella
To learn more about Springboard’s identity and brand architecture expertise and understand how we help build brands from the inside through internal communications, please contact us now.
Jefferson (Philadelphia, PA)
Comprehensive Brand Naming, Identity and Brand Architecture Strategy
Identity recommendation: For example, 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.
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
Beebe Healthcare (Lewis, DE)
Comprehensive Brand Naming, Identity and Brand Architecture Strategy
Beebe Medical Center has served the community for nearly 100 years. In summary, Springboard was engaged to transition the organization into an integrated health system.
The Name: Beebe Healthcare
Additional Branding Work
Holy Cross Hospital – Neuroscience (Silver Spring, MD)
Service Line Marketing
Holy Cross Hospital 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, meanwhile, 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
Carle (Urbana, IL)
Award Campaign
When Carle was named a 100 Top Hospital, it turned to Springboard to make the most of this recognition. In conclusion, Springboard created a visually stimulating, attention getting campaign that validated this competitive differentiator for Carle.
Chandler Regional Medical Center (Chandler, AZ)
Hospital Foundation and Fundraising Marketing
Chandler Regional Medical Center (CRMC) 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. In brief, 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, furthermore supporting the CRMC’s position of commitment to the community, making Chandler and the East Valley a better place to live.
Additional Tools
