After receiving a large gift to rename its medical enterprise, a top ranked West Coast academic medical center (AMC) faced a number of market challenges. With limited appreciation of academic-level care from consumers in the area, “newness” of the organization as a whole, and an extremely low top of mind awareness among consumers and referring physicians, Movéo was tasked with building a brand during a time of system growth.
Movéo’s Strategy & Planning team conducted a robust discovery process that included leadership interviews to gather internal perspectives, consumer market research with over 1,800 consumers to determine brand perceptions and awareness, comprehensive competitive audit to examine the claims and communications from competing institutions, and market analysis. The team used perceptual mapping to determine white space positioning opportunity for the AMC’s brand in order to differentiate itself in a cluttered, competitive marketplace.
The insights gained from the situational analysis helped to inform the development of the AMC’s brand positioning. We discovered there was an opportunity to tell a more compelling patient-centered story—to combine care based on the physiological, emotional, and situational needs of each patient with advanced medicine in a way that was novel and relevant. The new brand positioning incorporated the AMC’s relentless commitment to put all of its resources to work to make a difference in what matters most to its patients—no matter how large or small.
In addition to the new brand positioning and tagline, Movéo developed messaging frameworks for the overall brand and priority service lines that could be used as a guide across a variety of communications for both internal and external audiences.
A systematic master brand architecture and visual identity system was created to categorize and gain alignment of the various entities within the medical enterprise. This included the medical school (academic institutes and centers, departments and divisions, other research and academic programs), various acute, specialty and community based hospitals, medical group network, outpatient healthcare facilities, surgical centers, and other various joint ventures and affiliates.
Our new creative strategy demonstrated how the AMC’s recognized expertise and unwavering passion to heal enabled patients to do more of what they loved. Lastly, concepts were tested via quantitative online market research in order to measure campaign relevance.
Using vibrant, colorful, and engaging imagery, Movéo’s Creative Technology team developed an integrated campaign that was first launched internally to inspire employees to “live the brand” by aligning internal mindsets and behavior with the external strategy.
A number of internal communications were rolled out, including newsletters, an intranet site, and HTML emails, to further promote the brand message to employees and physicians. Environmental branding with the new campaign message was unveiled throughout the system.
The external rollout of the campaign included tactics across multiple channels from TV, radio, digital, SMS text, print, direct mail, and out of home to drive awareness and generate demand.
The creative strategy and overall campaign resonated with consumers, with top of mind unaided awareness steadily increasing from 5% initial awareness to 17%. Call volume has increased from 2,000 calls per month to 12,000 per month, and web visits are averaging 95,000/month.