Holy Cross Health “Moving Life Ahead” Brand Campaign Overview Holy Cross Health is a Catholic, not-for-profit health care system known for quality and its commitment to the communities it serves. They are the market share leaders in their service area and have expanded from a single hospital in Silver Springs, 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 Holy Cross Health wants to be recognized as offering a full continuum of quality care that touches lives in many ways, from health education to primary care facilities to clinical care, home care and support groups, making the right level of care more accessible. The new brand must depict the breadth of the Holy Cross Health services and position them as offering a full continuum of care and innovative programs and services. Consumer Brand Print Ad Print Ad Physician Brand Print Ad Springboard developed a print ad to introduce Holy Cross Health to physicians as an integrated system that provides services and resources to support the practice of medicine. Internal Employee Pull-Up Banners The goal of this initiative was to introduce “Moving Life Ahead” to the internal audience, pique interest and setup future communications. Consumer Bus Wraps, Out-of-Home Advertising Bill-board style ads that were placed on the side and tails of city buses were created to align with the “Moving Life Ahead” brand. Dynamic Digital Display Banners Springboard developed a set of dynamic digital banners ads to successfully position Holy Cross Health as a forward-thinking health system with the knowledge and resources to help people address their individual health needs and goals to achieve a better quality of life. Holy Cross Health - Moving Life Ahead 30 second Radio https://www.springboardbrand.com/wp-content/uploads/2015/03/HolyCrossHealth_R30-Healthcare-Marketing-Hospital-Branding-Market-Research.mp3 Holy Cross Health - Moving Life Ahead 15 second Radio https://www.springboardbrand.com/wp-content/uploads/2015/03/HolyCrossHealth_R15-Brand-Positioning-Hospital-Marketing-1.mp3 American Medical Association for Sports Medicine Owensboro Health Urgent Care Association Holy Cross Health Amputation Prevention Centers of America Insight Medical Genetics Reston Hospital Center Funeral and Memorial Information Council Lehigh Valley Health Network Beebe Healthcare North Mississippi Medical Center Populytics Adventist Health Partners West Georgia Health Jefferson Illinois Hospital Association Adventist Midwest Health American Society for Dermatologic Surgery Carle Holy Cross Hospital Holy Cross Germantown...
Insight Medical Genetics Your future. Our insight. Overview Insight Medical Genetics is a comprehensive genetic testing practice providing personalized counseling and guidance for patients and referring providers. With the expertise of a medical center and the personal touch of a private practice, Insight Medical Genetics provides up-to-date, leading edge testing for genetic conditions with a professionally recognized standard of care. Situation Insight Medical Genetics was at a crossroads from a mission, value proposition and tagline standpoint. The genetic medicine field is commonly misperceived as “another lab testing service,” which is far from the services and expertise provided by Insight Medical Genetics. The opportunity that presented itself was establishing a unique position for IMG while repositioning its competition as “lab providers.” Insight Medical Genetics’ unique approach to pre and post-testing counseling was the unique difference that needed to come through in branding strategies. “Your future. Our insight.” Brand Position: For those who want to be better prepared for their future, Insight Medical Genetics is the leader in genetic medicine that enables a greater understanding and more meaningful decisions about life and health. Print Ad The goal of this ad is to increase consumer awareness of the role of genetics and the importance of genetic counseling, and that Insight Medical Genetics is a premier provider of those services. Sales Collateral Springboard redesigned Insight Medical Genetics’ current patient education brochures to align with the new brand. Each office is now using the same materials versus past applications which utilized different materials and distinct signage and architecture. American Medical Association for Sports Medicine Owensboro Health Urgent Care Association Holy Cross Health Amputation Prevention Centers of America Insight Medical Genetics Reston Hospital Center Funeral and Memorial Information Council Lehigh Valley Health Network Beebe Healthcare North Mississippi Medical Center Populytics Adventist Health Partners West Georgia Health Jefferson Illinois Hospital Association Adventist Midwest Health American Society for Dermatologic Surgery Carle Holy Cross Hospital Holy Cross Germantown...
Funeral and Memorial Information Council “Have the Talk of a Lifetime” Death Care and Memorialization Consumer Facing Brand Campaign The Challenge The Funeral and Memorial Information Council (FAMIC) is an “association of associations” representing all aspects of the funeral industry, from funeral homes and cremation societies to monument builders and casket makers. While historically a “need” vs. “want” industry, major economic and cultural trends have forced FAMIC members to re-think how they do business in order to remain financially and socially viable entities. The interaction of today’s consumer with funeral industry professionals has changed dramatically. No longer the “automatic” first point of contact at the time of death, the funeral director and other FAMIC members are often brought in just for disposition of the body and “routine” services/procedures. Instead, consumers are turning to the internet for options and/or looking for guidance from third-party influencers, including clergy, hospice staff, and hospital/long-term care facility personnel. Faced with increasing financial pressure, consumers are also choosing less-expensive after-death options, avoiding costly and often impersonal visitations, funeral services and “memorialization.” This provides a marketing opportunity for this industry, including: The need to discuss memorialization prior to death is key The “conversation” message is absent in the marketplace No one is better prepared or more knowledgeable than a FAMIC member to guide consumers through the memorialization process Objective Raise awareness of the value of memorialization and the notion that “I Mattered” Encourage consumers to start the conversation about memorialization with loved ones Educate consumers about FAMIC members’ unique knowledge and expertise in the industry Help change public perception, attitudes and behavior toward funerals and memorialization Consumer Facing Banner Ad A series of banner ads were developed to drive consumers to Have the Talk of a Lifetime, by having them download a brochure from the landing page. Have the Talk of a Lifetime, Consumer Facing Banner Ad A series of banner ads were developed to drive consumers to Have the Talk of a Lifetime, by having them download a brochure from the landing page. Consumer Facing Landing Page All materials drive consumers to this landing page, where they can learn more about Having the Talk and download a brochure. Have the Talk of a Lifetime, Facebook Like Campaign An ongoing Facebook Like campaign has dramatically increased Have the Talk of a Lifetime’s Facebook presence and reach. Co-Brandable Print Ad Print ads are available for Funeral and Memorial Information Council members to co-brand and run in their local marketplaces to increase consumer engagement and drive people to the Have the Talk of a Lifetime website. Co-Brandable Print Ad Print ads are available for Funeral and Memorial Information Council members to co-brand and run in their local marketplaces to increase consumer engagement and drive people to the Have the Talk of a Lifetime website. Have the Talk of a Lifetime, Co-Brandable Brochure Co-brandable brochure for funeral professionals to distribute, and is also available for download from banner ads and the Have the Talk of a Lifetime website. Have the Talk of a Lifetime, :30 Radio https://www.springboardbrand.com/wp-content/uploads/2015/04/05-HTTOAL-30-Radio.mp3 American Medical Association for Sports Medicine Owensboro Health Urgent Care Association Holy Cross Health Amputation Prevention Centers of America Insight Medical Genetics Reston Hospital Center Funeral and Memorial Information Council Lehigh Valley Health Network Beebe Healthcare North Mississippi Medical Center Populytics Adventist Health Partners West Georgia Health Jefferson Illinois Hospital Association Adventist Midwest Health American Society for Dermatologic Surgery Carle Holy Cross Hospital Holy Cross Germantown...
Lehigh Valley Health Network Health System Identity and Branding Campaign Springboard was hired to preform 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.” To remedy this, Springboard identified Lehigh Valley Health Network’s unique market position, brand promise and pursued a master brand strategy. This resulted in a new name for the organization, a new logo and a powerful new tagline: A Passion for Better Medicine. 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 market share leader. Lehigh Valley Hospital, Cancer Service Line Print Ad Lehigh Valley Hospital, Children’s Emergency Room Billboard Lehigh Valley Hospital, Cardiology Service Line Print Ad Lehigh Valley Health Network American Medical Association for Sports Medicine Owensboro Health Urgent Care Association Holy Cross Health Amputation Prevention Centers of America Insight Medical Genetics Reston Hospital Center Funeral and Memorial Information Council Lehigh Valley Health Network Beebe Healthcare North Mississippi Medical Center Populytics Adventist Health Partners West Georgia Health Jefferson Illinois Hospital Association Adventist Midwest Health American Society for Dermatologic Surgery Carle Holy Cross Hospital Holy Cross Germantown...
North Mississippi Medical Center “What Connected Feels Like” Integrated Marketing Campaign The Challenge North Mississippi Health Services (NMHS) is the largest non-urban health system in the country and led by the renowned North Mississippi Medical Center (NMMC) in Tupelo, MS. The system serves more than one million patients annually from over 100 access points throughout northern Mississippi and western Alabama. The organization is consistently recognized nationally for its quality rankings, performance metrics and medical outcomes. Many consumers in outlying service areas were less aware of the depth and breadth of the health network (branded as North Mississippi Medical Center), which includes five community hospitals and over 40 medical clinics. While many viewed NMMC as a leading hospital in Tupelo, NMMC set out to expand its awareness as a highly integrated health system that connects patient care, expertise and facilities across a wide geographical area. Opportunity Springboard Brand & Creative Strategy partnered with NMMC to develop an integrated marketing and communications strategy to raise awareness for the NMMC health system brand. The result: What Connected Feels Like – a fresh multi-media campaign communicating in new and interesting ways how North Mississippi Medical Center connects with its communities. Print Ads Sharing & Trust Print Ad Connected & Comfort Print Ad Strength & Compassion Print Ad Teamwork & Solutions Print Ad Videos American Medical Association for Sports Medicine Owensboro Health Urgent Care Association Holy Cross Health Amputation Prevention Centers of America Insight Medical Genetics Reston Hospital Center Funeral and Memorial Information Council Lehigh Valley Health Network Beebe Healthcare North Mississippi Medical Center Populytics Adventist Health Partners West Georgia Health Jefferson Illinois Hospital Association Adventist Midwest Health American Society for Dermatologic Surgery Carle Holy Cross Hospital Holy Cross Germantown...
