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Reading Health System: Branding &Marketing Case Study
Agenda            Backdrop            Assignment             Situation             Approach             Analysis         R...
Backdrop
BeliefBRAND ENERGY •     Advances customers by creating new value…       exciting, delighting, empowering, fulfilling •   ...
Branding           Business strategy of differentiating organizations,        products and services to maximize their valu...
financialExpected Return                   Optimize Marketing Resources                                                   ...
Assignment
Future                                                                                                                    ...
Objectives   Realize organization’s mission   Align with strategic plan direction and industry   Build on heritage and ...
Situation
Health                                                          Organizational                                            ...
Implications“Competitive Challenge” Only One Piece Of Puzzle      critical, but only one componentControl What We Can   ...
Approach
Discovery                                        Category, Competition/Role Models, Communities/Patients, Business & Brand...
Analysis
Analysis   Competitor/Outside Category Role Model Reviews   Internal System-Wide “Insighting” Surveys   External Commun...
Recommendations
Energizers                                       (aspirations)                                     Advantages             ...
Brand Energy Ladder              Essence of Reading Health System’s specialness and distinctiveness – its rallying cry, so...
Organization Name: Reading Health System(from Reading Hospital)   Breadth and depth beyond hospital.   Leads with Readin...
Branding System: GoalsClarity     • Reduce complexity and confusion            • Help patients navigate and chooseSynergy ...
Branding System: Recommendation• Signals breadth and depth as endorses with new organization name• Simplifies patient sele...
Corporate/Master Brand                     Reading Health SystemMajor Gateways/                            Reading Health ...
Tower LogoRecommend refining to better project who you are, where you’re going.   Internal qualitative discussions, littl...
Tagline   Essence of organization        Succinct        Genuine        Aspirational        Story        Nuanced    ...
Advancing Health. Transforming Lives.  A Passion For Better Medicine               Because you deserve healthcare this goo...
Copyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.
Ultimately…                                                                                                               ...
Implementation
Phases         HEAR IT                                                          LEARN IT                                  ...
Creative Brief     Objectives      Awareness, perception     Audiences      Internal and external (Berks and surrounding c...
Exemplary Creative
Trajectory branding and marketing agency: healthcare rebranding & marketing case study
Trajectory branding and marketing agency: healthcare rebranding & marketing case study
Trajectory branding and marketing agency: healthcare rebranding & marketing case study
Trajectory branding and marketing agency: healthcare rebranding & marketing case study
Trajectory branding and marketing agency: healthcare rebranding & marketing case study
Trajectory branding and marketing agency: healthcare rebranding & marketing case study
Trajectory branding and marketing agency: healthcare rebranding & marketing case study
Trajectory branding and marketing agency: healthcare rebranding & marketing case study
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Trajectory branding and marketing agency: healthcare rebranding & marketing case study

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Trajectory’s healthcare rebranding and marketing of this 140+ year-old organization aligns it with its strategic plan and industry direction. Important to the outcome of the assignment were important insights we learned from our extensive research both inside the organization and in its primary and secondary service areas.

Key deliverables included a forward-looking brand platform, 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, brand design (logo, 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.

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  • …to what your communities/patientswantto hear and achieve. Helping them do what they can’t on their own or what others can’t provide. Ultimately, re-ignitingboth customer and the organization. From building awareness and trust, to relevance and preference, to affinity and loyalty. Ultimately, new marketing energy should equal new customer energy.
  • Build on each, work together. PR off
  • Transcript of "Trajectory branding and marketing agency: healthcare rebranding & marketing case study "

    1. 1. Reading Health System: Branding &Marketing Case Study
    2. 2. Agenda Backdrop Assignment Situation Approach Analysis Recommendations Implementation
    3. 3. Backdrop
    4. 4. BeliefBRAND ENERGY • Advances customers by creating new value… exciting, delighting, empowering, fulfilling • Playing more meaningful role in their lives • Beyond marketing to entire organization CUSTOMER ENERGY • Advanced via brand delivery beyond competitors • Continue to grow through brand as platform • Carrying brand forward and taking business to next levelCopyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.
    5. 5. Branding Business strategy of differentiating organizations, products and services to maximize their value and potential by managing the tangibles and intangibles that surround all aspects of these offerings successfully achieved when championed by the CEO, embraced by leadership and lived by every stakeholder!Copyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.
    6. 6. financialExpected Return Optimize Marketing Resources Build Service Volumes Future Cash Flows Donor Attraction/Contribution Bond Rating Capital Fundraising relationship Recruitment & Retention Build Customer Loyalty Coherent Brand Management Attract Partners Pride & Confidence In Future Create Strategic Leverage internal externalCopyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.
    7. 7. Assignment
    8. 8. Future Desired Reading Identity & Market Position Strategy Brand Equity Positioning Expression Alignment Management External Marketing Current Reading Today Market Position & Image Today 7-10 Years Vision & GoalsCopyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.
    9. 9. Objectives Realize organization’s mission Align with strategic plan direction and industry Build on heritage and goodwill Power of 7,700 colleagues!
    10. 10. Situation
    11. 11. Health Organizational Reform Transparency Competing Health Systems Reading Empowered Hospital & Bottom-Up Patients Medical Center Healthcare Competition With Medical Staff Connecting vs. New Retail Campaigning CompetitorsCopyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.
    12. 12. Implications“Competitive Challenge” Only One Piece Of Puzzle  critical, but only one componentControl What We Can  can’t control outside  can (based on SLRP) build strategic, operational, clinical, physician and marketing alignment that delivers meaningful, differentiating, sustainable customer experience and value back to organizationActions Beyond Words  beyond promoting Reading brand to delivering it  contingent upon brilliant execution
    13. 13. Approach
    14. 14. Discovery Category, Competition/Role Models, Communities/Patients, Business & Brand 1 Strategy 2 Platform, Positioning, Brand Architecture, Naming/Nomenclature, Messaging Expression 3 Core/Extended Identity Design System, Communications, Experiences Primary & Secondary Service Area Communities, Patients Activation Physicians 4 Internal/External Planning, Education/Training/Tools, External Launch Management Actionable: Internal & External, Image & Impact, Qualitative & Quantitative 5Copyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.
    15. 15. Analysis
    16. 16. Analysis Competitor/Outside Category Role Model Reviews Internal System-Wide “Insighting” Surveys External Communities Quantitative Survey Organization/Key Service Line SWOT’s Brand Audit  Identity, Design, Communications  Process, Performance, Unity
    17. 17. Recommendations
    18. 18. Energizers (aspirations) Advantages (wants) Antes (essentials)Copyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.
    19. 19. Brand Energy Ladder Essence of Reading Health System’s specialness and distinctiveness – its rallying cry, so TAGLINE to speak. How Reading Health System can single-mindedly stand apart from competition in thePOSITIONING minds of its communities and patients; guiding planning, marketing and communications. Set of human characteristics that underlie Reading Health System’s voice and guide allPERSONALITY forms of expression. What the Reading Health System brand (functionally) does for people and the (emotional) PROMISES feelings they should get from it. The basis for brand positioning. Shared principles and beliefs that guide internal activities, how people will work together VALUES and choose among competing priorities. Starting point to create emotional connection inside and outside, through a story that is STORY genuine, distinctive, simple and repeatable. 19
    20. 20. Organization Name: Reading Health System(from Reading Hospital) Breadth and depth beyond hospital. Leads with Reading equity. Health (vs. health care/”sick care”) reflects strategic, and industry, direction. System suggests breadth, affiliation, linking of sites (for patient advantage) across continuum. Accommodates all facilities, service lines, and future initiatives.
    21. 21. Branding System: GoalsClarity • Reduce complexity and confusion • Help patients navigate and chooseSynergy • Brands work together to reinforce brand and business strategy (e.g. breadth and depth)Leverage • Promote cost-efficient branding practices • Exploit brands to enter new geography, introduce new services, attract and acquire new partners, etc.Financial • Contribute to achieving greatest return on brand investment 21
    22. 22. Branding System: Recommendation• Signals breadth and depth as endorses with new organization name• Simplifies patient selection by leading with facility• Generates brand-building and marketing efficiencies• Creates desired “system” associations (mitigates relationship confusion)
    23. 23. Corporate/Master Brand Reading Health SystemMajor Gateways/ Reading Health Medical Center, Reading Health RehabilitationReading Health System Hospital, Reading Health Physician PartnersSatellite Locations/ Reading Health Medical Services at Wyomissing, Spring Ridge,Reading Health System Muhlenberg, Northern BerksCenters/ Beginnings Maternity Center, McGlinn Family Cancer Center,Reading Health Medical Center Marlin Miller Jr. Heart Center, Stroke CenterMedical Specialties/ Orthopedics, Women’s Health, Emergency Department, PediatricsRHMC or RHSMedical Sub-Specialties or Programs/ Joint Care, Maternal-Fetal Medicine, Radiation Oncology,Medical Specialty Behavioral HealthNon-Medical Sub-Specialties or Child Development Center, Academic Affairs, Library ServicesPrograms/Reading Health SystemDiversified Businesses & Partner Brands/ Reading-Berks Physical Therapy, Horizon Healthcare Services,Reading Health System StChris Care 23
    24. 24. Tower LogoRecommend refining to better project who you are, where you’re going. Internal qualitative discussions, little attachment to current External quantitative, connotes trust and longevity Mistake to disregard this equity Simplify, update, project 24 24
    25. 25. Tagline Essence of organization  Succinct  Genuine  Aspirational  Story  Nuanced  Visionary
    26. 26. Advancing Health. Transforming Lives. A Passion For Better Medicine Because you deserve healthcare this good. Professional and caring personnel. Good People. Great Medicine The promise of medicineCreating the future of medicine. The caring face of healthcare in your community. 27
    27. 27. Copyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.
    28. 28. Ultimately… Communications Advertising Direct Promotion Design Packaging Print Brochures Presentations Website Identity Interactive Online Logos Signage Content Colors Environment Social Media Brand Book Brand Book Typestyles Vehicles Brand Book Brand Book Strategies Video Brand Book BRAND Relationships Imagery PLATFORM: Naming Formats Messaging Sound Actions Culture Relationships Events TransactionsCopyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory. 29
    29. 29. Implementation
    30. 30. Phases HEAR IT LEARN IT LIVE IT Generate excitement and Educate, inspire and mobilize: Sustain brand momentum and anticipation for upcoming on-brand execution: brand launch: Senior leaders energizing all colleagues around a shared Ongoing education, recognition future picture of success and reward programs Senior leader briefings to prepare for effectively championing vision Educate all colleagues about how Tools for frontline colleagues that for the future and key strategies new brand direction directly build on the more consultative relates to, and impacts, their approach to serving communities Planning workshops with jobs and patients cross-functional team leaders to convey, and discuss impact Present broad plan for supporting Establish quarterly two-way of, the brand platform and achieving master brand plan process to check progress, communicate successes, solve Identify and co-op select key Enable colleagues with the tools problems and sustain enthusiasm influencers via one-on-ones to together embody the new brand Identify and develop new tools as required Pre-launch Launch Post-LaunchCopyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.
    31. 31. Creative Brief Objectives Awareness, perception Audiences Internal and external (Berks and surrounding communities, M/W 25-65; community, business, political leaders; prospective employees/affiliates) Platform (beyond campaign) Committed to ensuring communities thrive now and into the future – by empowering them to live their healthiest lives. Reason To Believe Strong, progressive, multi-faceted health system. From “sick” care to “health” care. Tone of Voice Progressive, Sophisticated, Genuine, Passionate, Approachable Measuring Success Internal engagement and alignment, awareness and reputation, greater understanding/delineation of organization, increased calls/volume
    32. 32. Canvas Internal Launch Advertising Digital (TV, Print, Outdoor) Sponsorships PR Advancing Health. Transforming Lives. Social Mobile Cause Experience Post-Launch MomentumCopyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.
    33. 33. Exemplary Creative

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