The document outlines HIM's branding strategy, which aims to strengthen HIM's identity and voice in the healthcare system. It discusses drivers for change such as the need for a stronger voice, resources to tell HIM's story, and increased communication. Key findings from staff interviews highlighted developing branding to better connect sites based on collaboration and recognition. The strategy proposes a new logo, brand promise of "Quality information for better health", and brand values of integrity, client focus, innovation and system thinking. It includes plans for a website, newsletter, and staff engagement initiatives to launch the new branding internally and externally.

1. HIM Branding Strategy

2. Why are we here
• HIM has evolved since its inception in 2011
• HIM maturing as an organization and now we
need to take the next step towards building an
identity

3. Drivers for change
• We need a stronger voice in our health care
system
• Resources that help to tell the world our story
about who we are and what we do
• Celebrate our achievements beyond our
teams and sites
• Encourage more communication with key
stakeholders and collaboration across all sites

4. Discovery meetings with HIM staff
and leaders

5. “I like my whole team. We really
support each other.”
– Rosea Ramos, Quantitative Analyst
at Lions Gate Hospital

6. “People often think that you are just taking
data and transferring, and you may not
realize that you need to have knowledge of
biology and critical thinking to be able to
write precise code for a diagnosis.”
– Deborah Farrell, Coder at Peace Arch
Hospital

7. HIM’s vital role in the care
continuum
• “The journey of
the patient starts
and ends with
HIM.”
- Justin Simmons, Manager,
Registration & Records
Management, LGH

8. How we started on branding HIM
• Focus towards
internal HIM
leaders and staff
to better
understand the
HIM personality
and gaps in
communication

9. HIM Leaders - Wordle
• Mission, Vision, Values exercises at HIM
Leaders Day

10. External Review
• Emily Carr Health Design Lab interviewed all HIM service
areas and developed branding strategies, messaging and
suggestions on communication needs

11. Internal Review
• Conversations with HIM leaders
• Past HIM Leaders Days
• Meeting individual HIM staff for interviews
• SWOT analysis
• Survey of HIM staff in 2015 on communication needs

12. Key Findings
• Develop HIM branding that better connects all
sites and service areas based on collaboration
and recognition
• Create better awareness of all services areas
across HIM
• Generate better awareness with key
stakeholders

13. What is a brand?
Branding is more than
a logo

14. Branding
defined
Brand Promise:
Customer service
and the client
experience.
Define the HIM
reputation.
Brand Voice:
Content,
Messaging,
Storytelling
Brand Identity:
letterhead, email
signatures,
posters, website
Logo

15. Client-Based Brand Equity:
Identity, Meaning, Response

16. Salience Managing the collection, storage and dissemination of patient
health records and health data for decision makers.
Performance Client-focused work that is secure, accurate and delivered in a
timely fashion.
Imagery A companion that helps to guide patients and clinicians in a
complex health system.
Judgement Vital health information that helps to shape continuity of care and
broader health care decisions. Our patients appreciate the security
in knowing that their information is safe and accessible to them.
Feelings Patients looking for their health information see HIM as an agent
to empower them in their health decisions. Health information
collected stored and processed by HIM is independently
monitored for quality demonstrating HIM’s credibility to those in
the health system.
Resonance To create champions of HIM we plan to include patients and
clinicians as partners in quality improvement.
HIM: Client Based Brand Equity

17. HIM Values
INTEGRITY We act honestly, respectfully, and ethically in our work for
the well-being of our communities.
CLIENT FOCUSED We partner with our clients to provide high quality
health information services.
INNOVATION AND EXCELLENCE We are innovators who possess the
talent, skills, knowledge and experience to ensure excellence.
SYSTEM THINKING We understand and work within the complexity
of the healthcare system to provide integrated and unified health
information services.

18. Proposed Brand Positioning Statements
(Examples for our key audiences)
1. For clinicians, HIM manages the collection and
dissemination of a health record that is also friendly and
knowledgeable resource to assist in accurate reporting of
health information of their patients.
2. For patients looking to make health care decisions, HIM
offers assistance in accessing personal health information in
a timely and secure way.
3. For health care decision makers, HIM provides quality
information for better health care planning.

19. What is a Brand Promise and why do we
need it?
• A brand promise is the commitment to deliver
service between that brand and its audience.
• Famous Examples:
– Nike: “To bring inspiration and innovation to every
athlete in the world.”
– Starbucks: “To inspire and nurture the human
spirit – one person, one cup and one
neighborhood at a time.”
– Apple: “Think different.”

20. Thoughts on a HIM Brand Promise
What are some of the elements we promise to:
• Patients?
• Clinicians?
• Health System?

21. • Our brand
strategies focus
towards quality,
creditability, and
experience

22. Foundations for building a brand
identity
• Reflects our values
• Captures our essence
• People focused rather than institution focused
• Removed “Lower Mainland”– to avoid
sounding region specific
• HIM is a clear and specific name for our
organization

23. How we developed the logo
• Concept ideas behind the new logo
– Create a contemporary logo that has a cool and
calming colour scheme
– Denotes our attention to customer service and
exceptional performance
– Echoes the idea of being information-centric and
forward thinking

25. HIM’s New Brand Identity
Teal colour is a cool and
calming tone
“HIM” is clearly displayed as
logo. Readable at diff. sizes and
can be converted to black or
white and still retain clarity.
“i” demonstrates both a
person providing service
and it is a stylized
information symbol
New motto featured
prominently

26. HIM Brand Motto
Quality information for
better health
INTEGRITY
CLIENT
FOCUSED
INNOVATION
AND
EXCELLENCE
SYSTEM
THINKING

27. HIM’s New Brand Identity
Defining who HIM is in a real and authentic way
• Real HIM staff and leaders not stock images
• Values based marketing (client centred)
• Increased staff, stakeholder engagement

28. 28
Staff images and stories to build
our brand story about quality
commitment
Stock images
help to develop
visual profile for
HIM

29. Call to Action
• Updated brand identity: letterhead, memos,
fax covers, email signatures
• Sample call scripts/voicemail message for
staff, elevator pitches

30. Poster Mock-Ups

31. Call to Action
• HIM e-Newsletter
– Asks from you:
Name; Kudos;
interesting stories
from staff/teams

32. HIM website

33. Call to Action - Website
• HIM Website
– We require Subject Matter Experts to help with
the content planning for the website

34. Dec 15 Jan 16 Feb 16 Mar 16 Apr 16 May 16
Building Our HIM Voice
Website Development
Info Architecture
Design template to be
ready by March 2016
Website Content Advisory
Committee
Content Review and Finalization
Website
Implementation and
Launch
HIM Survey -
Internal Comm
HIM Brand
Book
Development
HIM e-newsletter
Bi-monthly
HIM
Survey -
Internal
Comm
follow-up
HIM Brand Launch
• Leadership
photos
• HIM biz cards
• Posters
• Tool Kit for
staff
• e-Newsletter
launch
HIM e-newsletter
Bi-monthly
HIM Week
Planning
• Media Release
• Staff
Engagement
Planner
HIM Week March
14-21
Solution Design Go LiveContent Development and Testing
HIM Content Development
• Leadership articles
• Staff Profiles
• Sharing best practices via
infographics
• HIM Community Cares spotlights
• HIM Kudos to Staff
• Image database building
• Media stories about HIM
Social Media
Facebook,
Twitter, LinkedIn
launch

35. HIM in everyday use
HIM Poster
HIM
Screensaver HIM standard
greeting

36. How to activate the new HIM brand
back at the office
• Downloadable Brand Toolkit (for everyone)
• Communications Checklist (for leaders)
• HIM Week Toolkit and staff Engagement
Toolkit (to be distributed in Spring 2016)

37. We don’t bite
• HIMcommunications@providencehealth.bc.ca
• We want to hear from YOU!!!