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.
Repositioning a Healthcare Organization’s Brand Messaging
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.
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.