Indian River Medical Centers

Challenge

Revitalize this 355 bed hospital’s brand following its affiliation with Duke University Health System, and its desire to become a comprehensive regional provider.

Solution

After conducting market research; executive, physician, employee, volunteer and donor interviews; and a review of the competitive landscape, BrandSavvy developed the medical center’s positioning expressed in the new tagline, “The Right Care, Right Here”, to convey that advanced care is now available in the region. We also provided strategic counsel on how to brand the new Duke affiliated Heart Center.

BrandSavvy leveraged the institution’s existing brand equity and new brand positioning to revitalize the hospital’s name (changing it from a Memorial Hospital to a Medical Center) to better define its breadth of services and physical footprint. Also, we developed a new logo and translated the new look to every brand touchpoint, including printed material, signage and their website. Because it is imperative for employees to deliver on the brand promise, BrandSavvy developed comprehensive service standards and implemented a program called Pride Ambassadors. 

Project Scope

• Research
• Naming
• Brand Positioning
• Logo Design
• Brand Architecture
• Design System
• Graphic Standards
• Sign Conversion
• Website
• Launch Program
• Employee Program
• Service Standards
• BrandSavvy Online
• Advertising / Promotion
• Service Line Campaigns