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 Countyâ€™s public hospital and designated trauma center, Nassau University Medical Center plays a vital role in Long Islandâ€™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 hospitalâ€™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 didnâ€™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, NUMCâ€™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 hospitalâ€™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 â€śbrandâ€ť of care provided â€” further strengthening the appearance of a unified health system.
Results: The rebranding process continues, but Nassau Health Care Corporation is now moving forward as NuHealthâ€¦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 â€śgreat essential care to everyone, at every stage of life.â€ť
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Crown Advertising is a full-service marketing and advertising agency, offering a host of services developed and managed by some of the region's top creative professionals. Turn to us for:
At Crown, we believe in bringing humanity and purpose to your brandâ€¦in making your image something that inspires people to think about you as more than another company, but as a part of their lives.
Over the years, weâ€™ve gotten branding â€” and rebranding â€” down to a process that starts with answering some basic questions:
- What do you want your customers to believe about you?
- What do your customers believe about you now?
- What gaps exist between your self-image and your customersâ€™ perceptions?
- What information will help fill those gaps?
Ideally, this process of discovery does not stop with managementâ€™s assumptions. When possible, we strongly recommend the use of actual consumer research to go beyond the conventional wisdom and get to the heart of how your organization is perceived. Crown will work with you to develop the right combination of qualitative and quantitative research methods to provide the information you need to succeed. Armed with this knowledge, we will help you decide the right course of actionâ€¦whether it is a completely new corporate image, freshening up your existing brand, or a new marketing approach to help your brand make an indelible mark in the minds of your stakeholders.
- Web Development
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- Email Marketing
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Above all, Crown provides strategic guidance, helping you make the most of your available budget while managing your brand online â€” connecting your organization to a world of possibilities.
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