Table of Contents
Centura Health
We help with the Brand’s transformation throughout the system for one of the country’s largest and oldest healthcare systems.
Challenge
Centura Health is the most extensive healthcare system in Colorado and Western Kansas and one of the fastest-growing countries and most respected healthcare providers.With 21,000 employees at 18 hospitals and dozens of neighborhood clinics throughout the region, there has been little brand cohesion and brand engagement between staff and the community.
Understanding the Brand among employees and consumers alike has been linked to each hospital rather than the broader Centura brand, a complexity deepened by recent marketing and promotional medical programs that failed to gain the notoriety and strength of a leading integrated healthcare brand. Centura Health grew and expanded rapidly and needed a brand to match its existing growth and size goals.
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Based on more than 200 interviews, visits to 18 hospitals, and intense competitive research, it became clear that Centura had to rekindle internal passion and clarity before it could introduce its new Brand to the general public.
Many potential brand directions can explore, but the most strategic path for the company, employees, and markets was to methodically revitalize the courage, passion, and holistic approach of the Catholic nuns who founded the Centura neighborhood hospitals more than 100 years ago. Years.
Centura Health returned to its strong roots of genuinely remarkable people “on a mission” to build thriving communities and comprehensive care to create a compelling and authentic future.
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Solution
After identifying the most strategic path for the development and growth of the Brand. Also, we developed a complete brand system from a renewed central positioning and verbal and visual techniques. We assisted with the complete transformation of the internal brand infrastructure and external brand activation in Centura.
We initially worked with Centura to implement the Brand internally and build critical brand systems and processes. Each Brand can then be made externally through very focused and deliberate community activations.
Also, ultimately culminating in Centura’s new ad campaign and the launch of Our Incredible Mission Brand Engagement Platform, an integrated.
However, an experience-based approach to making the Brand highly personalized and localized in employees and neighborhoods brings roads closer together. The branding system can implement throughout the company, including marketing, human resources, operations, and supply chain management, to ensure that all communications, signage, vehicles, and uniforms reflect the new Brand.
Outcome
The new Centura brand generally has extensive internal and external support and is earning significantly more than expected in the market loss. A prominent, historic health brand is refreshingly unique and modern yet remains true to its strong historical roots.
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