Overview

Phase I

After completing the internal launch of Powers Health, it was time to communicate the rebrand to patients and consumers. As our teams considered the best strategy, one thing was clear – the rebrand could not be perceived as the result of a buyout or merger:

1. Ensuring audiences understand that this was a strategic decision made by leadership, to unify the system under a single brand – aligning with their new strategic plan.
2. Maintaining the equity earned by Community Healthcare System (CHS) over their 20+ years as a system – one that ranked highest in hospital and service line perception among consumers.
3. Positioning Powers Health as a “higher source of visionary healthcare.”

To accomplish the above we recommended launching the consumer engagement campaign in two phases. Phase I focused on creating awareness that CHS is now named Powers Health – a strategic decision, not a buyout, and maintains the same high level of clinical expertise and caring. Phase I creative included the following:

Phase II

As we shifted to Phase II – allowing us to position Powers Health in the minds of area consumers – we remained conscious that not all consumers follow health system transitions, so some messaging from Phase I was retained.

Phase II featured leadership in priority service lines to communicate their higher source of visionary healthcare position to the marketplace:

Display Ad

The initial data, analytics, and anecdotal feedback have been very positive about the rebranding and repositioning of Powers Health. If your organization is contemplating a strategic shift in its brand, please contact Mike Chapman at mike@springboardbrand.com to discuss how Springboard can help.