Overview
Holy Cross Health is a Catholic, not-for-profit healthcare system known for quality and its commitment to the communities it serves. They expanded from a single hospital in Silver Spring, MD, into a system of hospitals and health services in locations throughout the community in order to increase access and enhance the patient experience.
The Challenge
The new brand must depict the breadth of Holy Cross Health’s services to tell the story of a comprehensive health system offering innovative programs and services, when and where people need them most.
Brand Position
Holy Cross Health is a forward-thinking health system with the knowledge and resources to help people address their individual needs and goals to achieve a better quality of life.
Brand Promise
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.
The new brand was introduced by the CEO online and through a number of town hall meetings. To engage employees around this theme, Springboard created a series of testimonials featuring employees explaining how they move life ahead.
Dr. Coots, CEO Video Script
Screen Savers
Pull-Up Banners
Time-Clock
External Engagement
The brand theme was then launched to consumers. It promotes the breadth of the Holy Cross Health services to position them as better able to help people achieve more, through their continuum of care and innovative programs and services. Ultimately enhancing the reputation of Holy Cross Health and building trust that they have the knowledge and resources to help consumers.
Brand Video
Springboard produced the following introductory 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.
Moving Life Ahead :30 Radio
Print Ad
Bus Wraps
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.