Rebranding Allina Health:an exploration of brandidentity in healthcareMelissa BerggrenMay 16, 2013Minnesota Health Strateg...
21. setting the stage2. project goals3. brand development process4. launchlet’s talk rebranding
3where we started
(plus many more)
5who we are
6who we serve
7 new name = Allina Health new logo & graphic system make it meaningfulthe assignment
8initial teamSteering CommitteeLeadership TeamKen PaulusExecutive SponsorMelissa BerggrenProject ManagerCampbell EwaldAgen...
9goals
101. create meaning for Allina Healthbrand2. link new brand/meaning withportfolio of component brands3. create visibility ...
111. research2. strategy development3. executionthree phases of development
12• evaluate attitudes, perceptions &beliefs• employees, patients andconsumers• understand competitiveperceptions in the m...
13defining what we stand forLeaderEmailsStaffFocusGroupsPhysicianFocusGroupsAllEmployeeSurveyPatientSurvey &InterviewsBran...
14{confidential}positioning statement
15logodevelopment
16• show something is changing• shift from illness to wellness• short, clear and instantly descriptivewhy a new name?
17
24the work
25execution teamscorepublicrelationsprintinteractivecomm business
26internallaunch
28uniforms
See employees sharing the new Allina Health “Our Promise” athttp://www.allinahealth.org/ahs/careers.nsf/page/Why_Allina_He...
31lanyards & badge clips
32identification badges
33externallaunch
34design
40events
44digital
Old
54vehicles
58advertising
65community
66Neighborhood Health Connection™• first community eventwith new brand• inviting community toconnect withus, connect withn...
• 750+ attendees at kick-off event• 410 applications fromcommunity• 35,000 community membersparticipated
68School Health Connection™• help students and teachers gethealthier• launched with pressconference, print ads, social• 80...
• 4,908 students and629 teachersparticipated as partof the 10 schools• launch of HealthPowered Kids™online program
71Free Bikes 4 Kidz• bike collection at AllinaHealth locations to supportlocal charity• launched with newsrelease, ads and...
• recruited 800+ volunteersto help collect and cleanbikes• 5,000+ bikes collected forchildren in need
73signage
76final thoughts launched new name infused meaning created alignment increased awareness
77discussion
78thank you!@marketingmamamelissa.berggren@allina.com© 2013 Allina Health
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
Rebranding Allina Health: An Exploration of Brand Identity in Health Care
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Rebranding Allina Health: An Exploration of Brand Identity in Health Care

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Over the past two years, Allina Health (formerly Allina Hospitals & Clinics) experienced a major change in its brand identity. In this session, you'll learn from Brand Manager Melissa Bergren how Allina Health developed and launched the new brand, from research and planning to engaging key stakeholders and launching the new brand both internally and externally. You’ll hear how the marketing and communications team tackled the work and how community engagement played a significant role in bringing the new Allina Health brand to life.

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Rebranding Allina Health: An Exploration of Brand Identity in Health Care

  1. 1. Rebranding Allina Health:an exploration of brandidentity in healthcareMelissa BerggrenMay 16, 2013Minnesota Health Strategy and Communications Network - Spring Conference
  2. 2. 21. setting the stage2. project goals3. brand development process4. launchlet’s talk rebranding
  3. 3. 3where we started
  4. 4. (plus many more)
  5. 5. 5who we are
  6. 6. 6who we serve
  7. 7. 7 new name = Allina Health new logo & graphic system make it meaningfulthe assignment
  8. 8. 8initial teamSteering CommitteeLeadership TeamKen PaulusExecutive SponsorMelissa BerggrenProject ManagerCampbell EwaldAgencyDavid KanihanProject Owner
  9. 9. 9goals
  10. 10. 101. create meaning for Allina Healthbrand2. link new brand/meaning withportfolio of component brands3. create visibility and grow equity of allAllina Health brandsproject goals
  11. 11. 111. research2. strategy development3. executionthree phases of development
  12. 12. 12• evaluate attitudes, perceptions &beliefs• employees, patients andconsumers• understand competitiveperceptions in the marketplacewhat do we stand for?
  13. 13. 13defining what we stand forLeaderEmailsStaffFocusGroupsPhysicianFocusGroupsAllEmployeeSurveyPatientSurvey &InterviewsBrandPositioningTestingInsights to informstrategy development
  14. 14. 14{confidential}positioning statement
  15. 15. 15logodevelopment
  16. 16. 16• show something is changing• shift from illness to wellness• short, clear and instantly descriptivewhy a new name?
  17. 17. 17
  18. 18. 24the work
  19. 19. 25execution teamscorepublicrelationsprintinteractivecomm business
  20. 20. 26internallaunch
  21. 21. 28uniforms
  22. 22. See employees sharing the new Allina Health “Our Promise” athttp://www.allinahealth.org/ahs/careers.nsf/page/Why_Allina_Health
  23. 23. 31lanyards & badge clips
  24. 24. 32identification badges
  25. 25. 33externallaunch
  26. 26. 34design
  27. 27. 40events
  28. 28. 44digital
  29. 29. Old
  30. 30. 54vehicles
  31. 31. 58advertising
  32. 32. 65community
  33. 33. 66Neighborhood Health Connection™• first community eventwith new brand• inviting community toconnect withus, connect withneighbors to increasehealth• launched with printads, microsite, social,media kit
  34. 34. • 750+ attendees at kick-off event• 410 applications fromcommunity• 35,000 community membersparticipated
  35. 35. 68School Health Connection™• help students and teachers gethealthier• launched with pressconference, print ads, social• 80+ schools submittedapplications - only 10 winners• winners receive:– $10,000 in grant money– teacher trainings– time with an Allina Healthconsulting physician– health fair for the entireschool community– free health screenings forteachers and parents
  36. 36. • 4,908 students and629 teachersparticipated as partof the 10 schools• launch of HealthPowered Kids™online program
  37. 37. 71Free Bikes 4 Kidz• bike collection at AllinaHealth locations to supportlocal charity• launched with newsrelease, ads andsocial, strong mediacoverage
  38. 38. • recruited 800+ volunteersto help collect and cleanbikes• 5,000+ bikes collected forchildren in need
  39. 39. 73signage
  40. 40. 76final thoughts launched new name infused meaning created alignment increased awareness
  41. 41. 77discussion
  42. 42. 78thank you!@marketingmamamelissa.berggren@allina.com© 2013 Allina Health

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