Lehigh Valley Health Network
Health System Identity and Branding Campaign
Springboard was hired to perform 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.”
First, Springboard identified LVHN’s unique market position, brand promise and pursued a master brand strategy. Thus, resulting in a new name for the organization, a new logo and a powerful new tagline: A Passion for Better Medicine.
Next, 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 the market share leader.