Your practice is in good hands. The Vital Brand Health agency team is led by Chief Strategist, Andrew Rosen. Andrew’s marketing and brand work for healthcare brands like Northwestern Medicine, MultiCare, and Mary Bridge Children’s Hospital has garnered several awards. Before entering healthcare, he led marketing work for Fortune 100/500 consumer brands in retail, technology, automotive, and telecom. Andrew’s agency team consists of the finest senior-level freelance professionals who bring a wealth of experience with the biggest brands in healthcare.
Background:
Ten-hospital health system preparing to consumerize their marketing required refinements to the expression of their brand and development of formal brand strategies and sub-strategies.
Solutions
· Updated brand design strategy:
- Move toward recognized “big brand” design attributes for all
marketing communications utilizing the philosophy
of simple-powerful design to feel more like what people associate
with a trusted brand.
· Developed the health system's first-ever image strategy:
- Focus on depicting the health collaboration experience that
patients can expect
- Evangelized the power of imagery to shape perceptions to
marketing teams.
- Improved image authenticity by depicting the business healthcare rather than just patients and providers smiling at each other
Messaging refinements:
- Researched and implemented new tagline
- Refocused on value propositions based on data
- Moved team away from "table stakes messaging"
- Elevated unique engagement
Background
A ten-hospital health system with growing market share but simultaneously experiencing erosion of payer-mix. Further, data depicted a surprising awareness gap for a health provider in the community since 1833. Added
headwinds included a highly-charged election season and a rising pandemic.
Solution
A buoyant brand campaign
· Based on research that people feel providers don’t
listen to them
· Developed to cut through and be a counterpoint
to the pandemic election darkness
· Designed to shape perceptions of the experience
people can expect.
· Lighter and more uplifting creative to contrast and cut
through darker pandemic news and programming.
Results
o Exceeded target lift in “Most Preferred with Commercially Insured” based on NRC data
o Excellent 46% recall rate resulting from creative and messaging strategies
o Campaign won Gold and Silver at the HDMAwards (out of 300 entries)
Deployed and staffed first marketing automation program and strategies for $3Billion health system
o Developed first drip campaigns
o Introduced content strategies for marketing automation
o Team engaged in campaign optimizations generating as much as
302% increase in leads
Background:
Ten-hospital health system undergoing a consumerization is updating their digital footprint to be on the forefront of elevating the consumer and patient digital experience. They're aware that digital experiences shape perceptions and expectations of brand and care. They are growing through acquisition into new regional communities and need to be digitally relevant to those new communities.
Solutions:
· Improved local relevance with geo-targeting
· Simplified the navigation
· Better control with modules
· Added curated search capabilities giving business
units greater control over search results to ensure
users were delivered the right content
· Move to WordPress
· Lighter and more modern design
Results:
(Sites relaunching soon)
