CASE STUDIES

NuHealth Image Development and Rebranding

Challenge: Help a recovering hospital overcome a troubled reputation to become the centerpiece of a community health system with a public mission.

Situation Analysis: As Nassau County’s public hospital and designated trauma center, Nassau University Medical Center plays a vital role in Long Island’s health. A decade ago, the hospital, A. Holly Patterson Extended Care Facility and a group of local clinics were placed under the authority of a public benefit corporation, the Nassau Health Care Corporation.

Thanks to new leadership, these entities have begun to make vast improvements. Yet their reputations have been slower to recover, in large part because bad news lives far longer than good. These negative perceptions hamper efforts to create and implement a new model of health care delivery.

Solution: A multi-phase Image Assessment and Rebranding program to identify the nature and extent of the hospital’s reputation issues, determine a course of action, and develop a creative approach to changing perceptions.

Strategies: The results of surveys and both internal and external focus groups clearly showed that the hospital suffered from dangerously low levels of public confidence. It was equally clear, however, that the public was often acting on old information, and didn’t realize that new management and new ideas had made marked improvements that were beginning to get noticed by the health care industry.

At the same time, the parent organization, Nassau Health Care Corporation was reengineering its service delivery model, focusing more on ambulatory care and primary care delivered through its Family Health Centers. Instead of trying to be everything, NUMC’s role would be what it had always been: a provider of good, basic hospital care and the most common specialty and surgical care, and a point of access to even more sophisticated specialty care elsewhere.

Rather than work to rebuild the hospital’s battered reputation, Crown recommended rebranding NHCC and more firmly establishing it as the driver and agent of positive change. The ultimate goal was to place less emphasis on where the care was received and more on the “brand” of care provided — further strengthening the appearance of a unified health system.

Results: The rebranding process continues, but Nassau Health Care Corporation is now moving forward as NuHealth…Together through life. In addition to signage, stationery, and a host of printed materials, Crown has completed the first phase of a web site overhaul and is implementing a combination of Internet-based strategies, including email messaging, social networking and search engine marketing.

Thus far, public and internal reactions have been very positive as we begin to spread the word that NuHealth provides “great essential care to everyone, at every stage of life.”

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