A Strong Hospital Brand Finds That It Needs to Rebrand – and Then Reaps Positive Results

November 1, 2013

by Peter Hochstein

Peter HochsteinAs hospitals continue to merge or in some cases drop their partners, mar­keters for those institutions find themselves challenged to explain what’s new and what’s the same about their organizations – even to their own constitu­encies.

It was just such a need that led The Christ Hospital Health Network in Cincinnati to a major rebranding effort, even though Christ Hospital had a 124-year history and a strong local brand image.

As Patty Thelen, director of public relations and mar­keting at The Christ Hospital Health Network tells it, in 2007 the organization began talking about a rebranding campaign with Ten Adams, its advertising agency in Evansville, IN, four years before the campaign actually launched.

In 2007, what was then simply called The Christ Hos­pital separated from its parent organization and became a stand-alone hospital with just a handful of outpatient locations. A short time afterward, it grew to a hospital with an employed physician network and many more outpatient locations.

“We really needed a name to more accurately reflect the broad scope of services across the network, which is how we arrived at the name The Christ Hospital Health Network,” Thelen says.

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