Powers Health
Formerly Community Healthcare System
Overview
When Community Healthcare System made the strategic decision to rebrand as Powers Health, the first audience of focus was the internal audience – employees, physicians, and other key internal stakeholders. We knew the brand would not flourish without their understanding, support, and enthusiasm.
The goals of our internal communications effort included:
- Educating employees about the system’s founder, Don Powers, on Powers Health’s overall direction and their role in helping the organization achieve its goals.
- Increasing employee awareness of the depth and breadth of Powers Health’s programs and
- advanced services across the system.
- Inspiring employees to embrace “one” integrated Powers Health brand and to “live” it in their daily interactions with patients, visitors, and colleagues.
- Providing employees with the resources, knowledge, and tools to support the brand appropriately and become Brand Ambassadors with family, friends, and the community.
Identity Rebranding
From
To
Employee Brand Engagement Video
Springboard produced a brand launch video that premiered at the internal brand launch events. This uplifting video featured employees from around the system talking about what inspires them every day.
This video is also being used by the Brand Ambassadors to support employee meetings and by HR for recruitment and onboarding. Edits were pulled from this video for internal communications and social media posts.
Brand Book
Springboard also developed a digital brand book to educate internal audiences about the rebrand. It was used to support the internal brand launch events, provided to all employees, and used by the Brand Ambassadors during rounding with employees.
The content helped us accomplish the following:
- Educate on the founder and background that led to the rebrand.
- Communicate the organization’s unique brand promise.
- Describe employee roles in bringing the brand to life.
- Inspire audiences around the direction of the brand moving forward.
Peer-Based Employee Posters & Monitor Displays
Springboard used inspirational messages from employees across the system, with quotes that tell their peers, patients, and visitors what they are most passionate about. Employees featured are recognizable, influential, and engaged.
Employee Communications FAQ
Springboard developed two FAQs to help employees understand the new brand – one for them and one for patients. The primary purpose of these communications is to ensure employees understand what the rebrand means for them and provide accurate and consistent answers to the questions they will receive from referral sources, patients, friends and family, and the community.
Employee System Perception Survey
A key to ensuring that our communication with employees was meaningful and relevant was understanding employees’ current perceptions of the brand. We conducted an online survey that provided employees knowledge and insights into integrating as one system of care, the preferred tactics to deliver internal messaging, and the identification of any roadblocks to communicating various messages.
Brand Launch Events
Multiple “Branding Fairs” launched the Powers Health brand to employees in person. Held at various times of the day, in major system locations, and during employee picnics, Brand Ambassadors answered questions, played the Brand Video, and handed out copies of digital and printed Brand Books, as well as new brand swag.
“The Branding Celebrations went great! We had so much great feedback by all levels of employees. People enjoyed attending and volunteering.”