Goal

Develop a brand for a health care company that is recognizable and that stands out in a fragmented marketplace where there is no clear market leader.

Create a preference for the brand within the client’s target market: Fortune 1000 corporations and some of the largest federal agencies.

Execution

Conduct primary and secondary research, including customer and prospect interviews, focus groups, surveys and Internet research, to:

• Assess client’s current messaging and industry standing
• Identify the company’s differentiators according to the marketplace
• Discover the concerns and perceptions of the company’s brand and services, as well as that of its competitors

Conduct internal audit to identify all departments within the organization that contribute to, and impact the organization’s image/brand and how these departments interact

Facilitate customized key message development workshops to competitively position the company and its brand in the marketplace

Design consistent corporate "look and feel" across all communications vehicles (marketing collateral, Web site, events, presentations, mailings)

Develop internal and external communications campaigns to ensure unified, consistent messaging and brand image across company

Results

• Elevated the health care organization and its brand above the clatter of the marketplace, making the company’s brand the second most recognizable in the industry
• Interviews with both current customers and prospects confirm that the health care organization is perceived in a positive light as an organization that deeply cares about the quality of its services and “doing the right thing”