The Challenge:
An established surgical center division of a larger national healthcare network sought to rebrand the company to better reflect its full scope of services and value placed on quality patient outcomes . Its brand and business messages, logo, marketing assets and signage were viewed as outdated and not reflective of the evolved business model that had seen rapid growth and market success. To execute the large-scale rebranding effort, the company sought the expertise of both a creative branding agency, as well as an internal and external communications expert like Alpha to support the launch and transition to the new brand.
Alpha’s Solution:
- The logo and message rebranding involved a four-month engagement that included research, creative execution, and iterations for approval.
- Once the new logo and messaging were finalized, a broad range of materials and assets were developed as well as a multi-phased internal and external communications plan that was executed across another four months of activities:
- The pre-launch phase included internal socializing and building excitement at the company’s annual leadership event with a highly produced on-stage unveiling with an inspirational video and CEO announcement.
- The launch included a website refresh, trade media outreach, direct outreach to community and physician partners and a sustained social media campaign. Internally, an organizational announcement shared exciting news while employees participated in ribbon cutting events and photo ops.
- An online brand center that housed logos, brochures and new document templates were made available on a dedicated SharePoint site for transition across all communications assets.
- The post-launch phase sought to link the brand value proposition more closely to the culture in support of a challenging hiring environment for its clinical staff.
- Additional research was conducted to support the development of an Employee Value Proposition and revealed the benefits of employment, such as work/life balance, career growth and deep personal relationships over a traditional hospital environment.
- From this work, a new career microsite was developed that included career opportunities, personal stories of success, and a compelling video series.
- After internal communications were solidified and progressing, the team turned its attention to development and execution of a two-year national media, social, and thought leadership set of workstreams to educate external audiences around the brand transition, new corporate vision/values, etc.
Results:
- The rebranding remains in place today and was viewed as successful and relevant by internal and external audiences while also supporting the company’s continued growth goals.
- Additionally, hiring was improved within the first year due to the personal and impactful nature of the messaging, storytelling and video execution.
