Our health system rebranding and subsequent marketing of this 140+ year-old prominent healthcare organization aligns it with strategic plan and industry direction. Instrumental to our success were the important insights we learned from our extensive research both inside and across the organization and in its primary and secondary service areas.
Key deliverables included a forward-looking brand platform (vetted with Board, senior administration and medical leadership), evolved organization name from The Reading Hospital to Reading Health System to provide a strong foundation upon which to build into the future and a new aspirational tagline Advancing Health. Transforming Lives. – which embodies what the organization believes in and where it’s headed.
Other deliverables included brand hierarchy, top-to-bottom naming and nomenclature (taking into account all 63 locations), brand design (logo, vision video, collateral, website, signage, etc.), internal launch and implementation. We followed this with an external marketing campaign across television, print, outdoor, web and mobile. Over the course of the next 9-12 months, we continue to work side-by-side with our client to unite the organization to deliver on its new brand promises.