Health System Rebranding
Case Study
M/A/R/C® guided a leading healthcare system in optimizing their strategy for new system‐wide branding
The Challenge
A leading non‐profit healthcare system needed a comprehensive solution to provide strategic direction as they transitioned to more centralized branding and marketing. With operations across the United States, market‐specific direction was critical to ensure successful implementation.
Key objectives
- Quantify the short‐ and long‐term effects of the branding transition on KPIs
- Understand the impact on hospital perceptions relative to each market's competitive set
- Identify the market‐specific key drivers of healthcare system choice
- Refine marketing communications to reflect brand promise
The Solution
M/A/R/C®‘s Brand Health Tracking solution accurately measures Relevance and Brand Strength to ascertain the true health of a brand. Our forward‐looking predictors of marketplace potential lay the foundation for effective strategy.
The Result
Our comprehensive insights enabled our client to develop targeted messaging specific for each market that maximized awareness and communicated core values. On‐going trending measured the impact of the new messaging, which allowed timely adjustments to optimize results. A user‐friendly dashboard and indispensable integration tools facilitated implementation across all markets.