In her SocialMedia.org Health case study presentation, Cincinnati Children's Hospital's Senior Associate of Social Media, Kate Setter, talks about how they leveraged social media during their corporate rebranding.

1. Member Meeting 2
October 25, 2016
New York City
Learn more about Member Meetings
health.socialmedia.org/meetings
Cincinnati Children’s Hospital
Medical Center
Kate Setter
Social media in brand renewal

2. Social Media in Brand Renewal
Kate Setter
Cincinnati Children’s
Social Media.org/Health MM2 – October 25, 2016

3. Current brand “doesn’t fully
express who are today and who
we aspire to be”

5. “We are continually told to
save money… but then
senior management spends
money on changing our logo
when the old one is
perfectly fine.”
“I really don’t
understand the
choice for the
rebrand. It feels very
corporate and
expensive.”
“When I hear how much money was spent to redesign CCHMC’s logo, while at the
same time I am informed that I will be expected to work longer hours, I am left to
marvel over the obvious disconnect that exists between the office suite dwellers and
those of us who actually provide clinical care.”
“NEW LOGO. Really????
Biggest waste of money and
I think our recognizable icon
is well known around the
world. So, why change it
and spend millions to do
it????”

20. “This entire "rebranding" makes me so sad. I just wish Children's would
have spent that money on more nurses and doctors, or had made a
huge contribution to underfunded children so they could get amazing
care without parents being put into bankruptcy. Or how about giving
nurses and other staff getting a raise? Nobody really cares about the
color of your logo. Really, we don't care! I called for an appointment
this week and had to hang up the phone after being on hold for 15
minutes. I care about that stuff, not the colors of your logo. I want the
old Cinci Childrens back that made families and staff first, and paint
colors last! Is the BOARD listening?”

21. • WASTE of MONEY! NEW GUY AT TOP IS REORGANIZING AND TRYING
TO FIRE SUPPORT STAFF AND THEY WASTE MILLIONS ON A NEW
LOGO....Such a fresh out of college move trying to make yourself
important...Sad, Sad waste of money!
• The millions the hospital wasted coming up with this and all the
accompanying changes to signage, letterhead, etc. Money that
SHOULD have been used for research, patients, employees. Not some
newby's ego

22. So what did we learn?
• The emotional attachment was stronger than we realized, even with
external audiences.
• Being “on it” kept things under control.
• Transparency is always a good choice.
• Calm, cool and collected responses – the confidence in our choices
gave others confidence too.
• Our team wasn’t being personally attacked, but it felt like it.
• Nowhere close to as bad as it seemed at the time.

23. On all of the brand Facebook posts prior to the video, there were:
6,200 positive reactions
30 negative reactions

24. On the Embrace video (including Facebook ads):
3,300 positive reactions
26 negative reactions
Overall, 2.27% of people who saw the video had positive reactions.
While, 0.02% of people who saw the video had negative reactions.

26. Learn more about
past and upcoming
Member Meetings
health.socialmedia.org/meetings
Member Meeting 2
October 25, 2016
New York City
Learn more about Member Meetings
health.socialmedia.org/meetings