THE BIG PICTURE
Over the last 17 years, Remedy has helped transform Edward Hospital’s image from community hospital to leader in one of the most competitive healthcare markets in the country. How did we do it? Together, we listened to what consumers wanted—and gave it to them, in everything from Edward’s facilities to its friendly brand image.
THE STRATEGY
There were two issues driving the repositioning: increasing competition and Edward’s own plans to expand into new markets. In the research phase, Remedy heard from Edward leadership and clinical staff from across the organization, as well as consumers in the marketplace. Synthesizing this data led us to the insight we’d build around: no one likes going to the hospital—even really nice ones like Edward.
THE BIG IDEA
With the launch of its new brand strategy, Edward would be the first hospital—anywhere—to address the elephant in the room: no one actually likes going to the hospital. Our tagline, “For people who don’t like hospitals,” summed up the sentiment. The consumer campaign featured TV, print, and retail advertising, a redesigned hospital website, new collateral, and campus branding.
BRANDING THE CAMPUS
We believe an organization’s facility is one of the most effective and often overlooked channels to reinforce the brand experience. To integrate Edward’s new brand into its two campuses, we created signage to set the tone for an Edward visit. We also developed a comprehensive plan to simplify how printed information is displayed throughout Edward’s facilities. The new approach includes digital kiosks and streamlined collateral racks.
EMPLOYEE BUY-IN
Getting Edward employees to embrace the idea of making healthcare as simple and friendly as possible was pretty easy: they’d been doing it for years. To help them take this mindset to the next level, we developed an internal launch campaign and guidelines for presenting the brand consistently. Operationally, Edward’s executive team established a “For people who don’t like hospitals” committee, focused on creating new ways to deliver on the brand promise.
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