Rebranding Campaign

ChristianaCare’s Rebrand: A Labor of Love

// By Marlene Kurban // Rebranding a large health system is a complex undertaking that is more than a marketing and design challenge; it requires a thoughtful, strategic approach to be successful. ChristianaCare, the largest health care provider in Delaware, unveiled its new brand identity in October 2019, after an 18-month planning process with its Read More

A New Advertising Twist: What the Patients Do for Us

Joshua Cowen, vice president for strategy and communications, Adventist Health

“[A]s part of an ongoing rebranding effort, Adventist Health in Roseville, California has found a powerful technique for getting across a message of caring,” writes SHCM contributor and veteran copywriter Peter Hochstein. “Notably, the subject of the advertising is neither the hospital, nor the technology, nor what the doctors and staff do for the patients. Instead, Read More

How Can You Get Potential Patients to Pay More Attention to Your Hospital’s Advertising? Try Telling Them What They Do for You

Peter Hochstein

Here’s a new approach to hospital advertising that turns an old technique on its head. // By Peter Hochstein // It’s difficult to sift through hospital advertising month after month without regularly coming across some variation of the phrase “We care about you.” Little wonder. As hospital systems grow larger and busier, they also can Read More

A “Big Reveal” Approach To a Successful Rebrand

Flagler Health Plus Logo - square

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 Read More

How a Florida Health System’s Rebranding Campaign Hit a Hole in One

Gina Mangus, vice president of marketing and strategic communications Flagler Health+

// By Lisa D. Ellis // What happens when a health care entity outgrows its name? One Florida-based health system recently tackled this challenge, reinventing its brand to better reflect its identity in an exciting new way. For well over a century, Flagler Hospital has gone to great lengths to care for the physical health Read More

Hackensack Meridian Health Orchestrates a New Brand

Jim Blazer, executive vice president and chief strategy officer, Hackensack Meridian Health

// By Wendy Healy // One of the themes of this article is that brands evolve. We covered the Hackensack Meridian merger back in December 2016. The consolidated health system’s first-generation brand has now been replaced with a new brand, built on consumer research and a solid brand strategy. Two-and-a-half years after two large New Read More

Turning Hospital Employees Into Ambassadors for Your Health Care Brand

Newton-Wellesley Hospital - Finding a Better Way Campaign

The latest marketing efforts at Newton-Wellesley Hospital in Massachusetts have a very important goal: to engage employees to do whatever it takes to provide the very best experience for patients. While most health systems recognize the importance of internal engagement, Newton-Wellesley’s approach — which includes seeing the employees as “brand ambassadors” to extend the system’s Read More

Health Care Branding: How One Suburban Medical Center Developed Its Brand Promise from the Inside Out

// By Lisa D. Ellis // The latest marketing efforts at Newton-Wellesley Hospital in Massachusetts have a very important goal: to engage employees to do whatever it takes to provide the very best experience for patients. Tackling a Challenging Market While most health systems recognize the importance of internal engagement, Newton-Wellesley’s approach — which includes Read More