An old hospital in an up-and-coming community, Mountain View's reputation suffered from low standards of care, high patient mortality rates, below-average performance, and costly operational inefficiencies. Once the new CEO changed all that for the better, the hospital's image and its brand needed a complete overhaul.
The new brand had to demonstrate the hospital's commitment to being part of the community. Therefore, the rollout strategy had to include a plan for reaching audience segments, including bilingual marketing to Latinos and targeted messaging for Native Americans. Above all, the new brand had to connect the soul of the hospital to the hearts of the people in the community while reflecting the new standards of care and the evolution of the hospital itself.
Such a radical turnaround had to start at the highest level and infiltrate everything downstream. We developed brand positioning to redefine who Mountain View Hospital is, transitional messaging while operational changes were taking place, and a marketing plan to roll it all out. Elements included the brand platform, a new identity system, a print/outdoor image campaign, and collateral, as well as doctor bios, recruitment efforts, and community outreach programs.
