Case Study

Repositioning a Healthcare Organization’s Brand Messaging

In the fast-evolving landscape of healthcare, maintaining relevancy is paramount—a fact not lost on a national healthcare foundation dedicated to providing vital information and support to patients and physicians alike. Recognizing the need to adapt and evolve in order to meet the needs of a changing world, the foundation embarked on a transformative journey of rebranding. With the goal of achieving growth and expanding their reach, they sought to identify a new name and tagline that would clearly communicate their mission and resonate with their target audience.

The Problem
A national healthcare foundation desired to maintain relevancy as a leader in healthcare information and identified that an organizational rebrand would achieve its growth goals. Three names and four taglines were brainstormed internally by the organization. The client sought direction from both their current target audience and the broader public to ensure the proposed names and taglines clearly communicated the foundation’s mission.

Our Approach
To fully capture the perceptions and opinions of the target audiences, we carried out a mixed-methods approach to this study, including a custom survey with patients and physicians and an omnibus survey among the general population. By marrying the results of these two methods, we could identify any red flags with the proposed name and tagline changes as the organization was looking to expand its reach. We also conducted in-depth interviews and focus groups to gain rich context around stakeholder sentiments.

The Solution
These approaches identified the most preferred name and tagline, bolstered by metrics such as likeability, fit with the organization’s mission, and relevancy. Using these results, the foundation confidently selected a new name and tagline to use in their rebranding. Through rebranding, the organization has seen opportunities to engage a broader audience with more relevant and inclusive messaging.

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