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Successfully activating a purpose-driven brand from the inside-out
Adventist Health is an integrated health system providing care in more than 75 communities in 19 hospitals, more than 280 clinics, 13 home care agencies, 7 hospice agencies, and 4 joint-venture retirement centers in California, Oregon, Washington, and Hawaii.
Across Adventist Health, hundreds of touchpoints and thousands of people had worked together for decades to build one of the most successful health systems in the country. Yet, because nearly every area of the organization acted independently, and was branded distinctly, the organization suffered tremendous inefficiencies and often failed to leverage the scale of the enterprise.
Today’s healthcare consumer wants to partner with brands that have a higher purpose (beyond money).
Done right, system leadership felt this brand unification—dubbed ONE Adventist Health—would inspire internal stakeholders, drive organizational alignment, improve patient care, create greater efficiencies and even result in top-line growth for the organization.
At this point, Adventist Health partnered with Brown Parker & DeMarinis to develop the organization’s Purpose and create a plan to activate it both internally and externally throughout the four-state system.
This work included everything from the writing of a new brand manifesto to re-designing the logo and replacing hundreds of signs, to hosting more than 20 internal launch events that were part of a weeks-long, multi-state tour reminiscent of political campaigns. After successful internal activation, a robust, tradigital advertising campaign was rolled out across every market.
The campaign theme, Together Inspired, was a powerful descriptor for the new brand and had the added benefit of relating differently to internal and external audiences. Within the organization, Together Inspired was viewed as a rallying cry for the organization to unite as one to better serve all of its communities. Externally, audiences saw themselves as the inspirers and as partners to Adventist Health to improve their communities and the people living in them.
In the first 3 quarters of launch, significant growth was obtained in awareness, brand preference, and brand image.
