A multi-state Integrated Healthcare System

The total organization that required a strong regional brand

Three successful non-profit community hospitals agreed to merge to form a large and clinically sophisticated resource. However, acrimonious opposition to the merger by urban activist groups threatened the construction of a new “flagship” hospital in an attractive suburban area. In addition, the Health System wanted to launch two new health insurance plans as an operating subsidiary.

Blend the three individual hospital cultures into a unified and effective brand, establish a new corporate identity system, build totally new marketing, communications, and fund-raising capabilities. Develop and launch a commercial health insurance plan and another Managed Care plan for state Medicaid participants.

Working closely with a qualified corporate identity agency, we conducted regional marketplace research to guide development of a new Health System identity program. We then introduced the new identity in a four-state regional marketplace, followed by the launch of the two health insurance plans on a statewide basis.

Baseline and tracking research documented rapid recognition and acceptance of the new organizational identity, well ahead of projected awareness and preference levels. Surveys of internal audiences also indicated a surge in affinity and pride in the merged organization. Additionally, enrollments in both the commercial health insurance plan and the Medicaid Managed Care plan surpassed target enrollment goals, gaining significantly more market share in year one than did well-established competing health insurers.