Johns Hopkins Medicine Leveraged Positive Momentum to Drive Repositioning

Suzanne Sawyer, SVP, chief marketing and communications officer, Johns Hopkins Medicine

During the past two years of a pandemic that continues to rage, health care brands have absorbed the additional burden of managing their reputations in the throes of unprecedented consumer demand for needed services to counter COVID-19 within their communities.

Hospitals and health systems across the U.S., including Johns Hopkins Medicine, have overwhelmingly answered the call to care for those in need.

Yet, in all this daily firestorm, Suzanne Sawyer, SVP, chief marketing and communications officer, along with the team at Johns Hopkins, believed it was critically important to revisit and validate brand purpose and position for the organization at a time of great public uncertainty.

“I’m reminded of a quote from Raja Rajamannar, CMO at Mastercard, who said an increasing number of employees only want to work in purpose-driven organizations,” she says. “He also believes with certainty that consumers now expect more, so brands that embrace the power of purpose to blend their core business with something greater than themselves will win the day.”

As the world continued to see Johns Hopkins as a trusted leader, the organization decided to take full advantage of that momentum to reposition its brand. The campaign was fully developed to deliver a message of pride and forward progress for its employees and community. The notion of “forward” was a commitment by the organization to that progress.

Read the full story now: Johns Hopkins Medicine — Positioning Brand Beyond the Product

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