A “Big Reveal” Approach To a Successful Rebrand

For well over a century, Flagler Hospital has gone to great lengths to care for the physical health of residents living in St. John’s County in northeastern Florida. But while its commitment to health has remained constant over the decades, in recent years its focus has broadened beyond the physical aspects of providing inpatient care to also care for the social and financial health of the people and communities it serves.

This evolution of the organization’s identity recently prompted Flagler Hospital’s leadership team to rethink its brand to be more in sync with the full scope of what it stands for today.

This goal ultimately led to a major rebranding campaign to create Flagler Health+, an enterprise launched in February 2019 that represents the spectrum of services Flagler provides, according to Gina Mangus, vice president of marketing and strategic communications at what is now called Flagler Health+. The results, in this area where golf is a common sport and activity, hit a hole in one with both staff and with patients.

Flagler’s rebranding campaign is especially unique in that all of the planning for the new identity actually happened behind the scenes. While employees and stakeholders were educated on the vision and solicited for input, most of them didn’t know a name change was happening until the new brand was officially unveiled during a special event.

Keeping such a big secret under wraps was no easy task, Mangus points out. But the effort was well worth it in the end to be able to surprise employees and the community with this exciting development, she says.

Read the full article now: How a Florida Health System’s Rebranding Campaign Hit a Hole in One

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Matt Humphrey
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