Overview

Phase I

Upon completing the internal launch of Powers Health, it is time to communicate the rebrand to patients and consumers through the Powers Health External Communications plan. As our team considers the best strategy, one thing is 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. They wanted 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 is rank the 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 recommend the launching of the consumer engagement campaign in two phases. Phase I focuses 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 includes the following:

Phase II

As we shift to Phase II. This will allow us to position Powers Health External Communications through the minds of area consumers. We remain conscious that not all consumers follow health system transitions, so some messaging from Phase I will be retained.

Phase II features 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 through the Powers Health External Communications. 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.