Reading Health System, already a major force in Pennsylvania, was acquiring five CHS hospitals. Rebranding to Tower Health, the new brand (the 3rd largest system in the Philadelphia region) reflects the growing capabilities and patient value across the ever-expanding system of care.
As AOR, Trajectory worked early on with Reading Health leadership (now Tower Health) to plan and orchestrate system-wide brand direction, and internal and external launch. Our work culminated in the organization’s integrated launch marketing campaign – RISING BOLDLY.
- Research & Strategy (positioning, promises, architecture, messaging)
- Communications Plan (internal and external)
- Core Brand Identity
- Microsite Build & Design
- Brand Design
- Integrated Launch Campaign
- Launch Planning
- Ongoing Brand Management Counsel
CORE BRAND IDENTITY
Tower Health. A bold new name and presence that builds upon the 150–year legacy and connection of Reading Health System to its communities.
Inspiring and mobilizing more than 11,000 team members, including 2,000 physicians, specialists and providers across six hospitals and 65 outpatient and ambulatory locations.
Towerhealthrising.com –conveys the organization’s vision of rising boldly as one strong, progressive health system to empower millions of people throughout eastern Pennsylvania to live their healthiest lives.
INTERNAL BRAND LAUNCH
Building understanding, excitement and camaraderie among team members throughout the expanded health system prior to external brand launch.
“Tower Health is boldly advancing to serve the needs of over 2.5 million people across every stage of life, for every condition along the way.”
Daniel Ahern – Executive Vice President, Business Development and Strategy
LAUNCH MARKETING CAMPAIGN
Our RISING BOLDLY campaign showcases Tower Health’s ability to advance the health and transform the lives of millions of people across Eastern Pennsylvania.
Campaign audiences included physicians, employees and all system-wide constituents; current and prospective patients and community members; and influencers including business, political and community leaders.
Components included TV (:60 anthem and :30’s), print, radio, digital, lifestyle (cinema, mall, fitness center and lifestyle venues), mobile and social media.
External campaign launched 4th quarter 2017, as first-step toward long-term brand building. Tracking and measurement will include Brand Perceptions/Attributes (relative to former baseline measures); Customer Acquisition (traffic, inquiries, engagement); and internal Culture Impact.
Of note, campaign won Silver Awards in the category of Total Integrated Campaign from both Aster Awards and Healthcare Marketing Awards.