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Reaching preferred provider status with a unified brand

Challenge

Movéo partnered with Trinity Health, one of the nation’s largest healthcare networks, to bring together seven hospital systems to form a single brand, Mercy Health. Located throughout Southwest Michigan, Mercy needed to compete with a powerful player—Spectrum Health—and carve out its niche in the marketplace.

Insight & Strategy

Our strategists orchestrated a robust discovery process that included qualitative and quantitative research, competitive and category audits, as well as an ethnographic study. The result was identifying an opportunity for the brand that would differentiate it from Spectrum by “owning” a softer, more relevant, high-touch approach to care. The new strategy would not ignore the individual facilities’ significant clinical expertise and advanced service offerings, but rather position them as the natural outgrowth of a focus on personalized, relationship-based, inclusive health care. Deliverables included brand strategy, messaging, voice, personas, architecture, and visual identity.

From the Movéo Blog:

What to consider when researching for a brand refresh

Audience Personas
Audience Personas
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Newspaper Insert
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Print Advertising

Execution

We worked with the Mercy CEO and leadership from each location to bring the brand to life internally through a comprehensive effort that engaged the 8,000+ employees. Our Strategy & Planning team leveraged the insights gained through our ethnographic research and the personas developed to identify strategies and tactics designed to precisely target key audiences and launch the new brand. Movéo’s creative group set out to capture real, emotionally charged moments — as they were happening — in locations throughout the system. Creative testing enabled us to validate our approach and create a campaign that would resonate with the market.

Outcomes

Mercy Health is well on its way to becoming a dynamic, integrated brand and a preferred health-care provider. Awareness of the brand reached 77% after 12 months; they were rated the preferred provider of cardiac services, and a close second to Spectrum in oncology.

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