Redefining A Health System For The Future
CHALLENGE: Align this 140 year old organization's brand with strategic plan and industry direction. Critical to success, consider the strong emotional attachment to the Reading name and its symbols, as revealed in both internal and external research.
SOLUTION: An evolutionary rebranding from The Reading Hospital to Reading Health System – unifying all internal audiences around the aspirational brand idea of "Advancing Health. Transforming Lives." We also shaped brand strategy (platform, architecture, messaging), expressed the organization's story in all the places where communities engage with the brand (across design, marketing, digital, mobile and social) and executed the internal launch. Concurrently, we developed an external "brand champions" campaign across television, print, outdoor, web and mobile.
IMPACT: Internally, inspired and unified leadership and staff. Externally, stronger awareness in secondary service areas, better understanding of organization vs. facility brands, and increases in inbound key service line inquiries (through website and call center).
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