Covenant Healthcare was the largest healthcare provider in southeastern Wisconsin. It was created through the strategic acquisition of several key local assets: one regional medical center, five hospitals, one specialty heart hospital, 17 clinics and a 92-doctor physicians group. A complete brand audit and extensive research was performed. The insights gained were instrumental in creating a branding and advertising strategy that successfully positioned Covenant as a community based provider of excellent medicine.
A CAMPAIGN THAT HIT HOME.
Research showed that most people seek medical attention from hospitals near their homes. Putting a friendly face on the organization and placing it within residential communities was a major initiative. Print, outdoor and radio were instrumental in getting out the message.
START WITH THE LOGO
During our initial brand audit, we discovered that the organization had 52 different logos and no unifying brand standards to govern the aesthetic. Furthermore, Covenant Healthcare was owned by the Wheaton Franciscan order of nuns and they wanted their logo to be incorporated as well. After much deliberation, a complete logo system was developed that equally represented all the stakeholders.
SPECIALTY PROGRAMS PROMOTED
Covenant strongly believed in the holistic approach to healing and even had a Center for Complementary Medicine. At the Center, both Western and Eastern medicine approaches were used to create customized plans for healing.
The Center for Complementary Medicine was effectively separate from the core Covenant division. While it had a distinct, stand-alone personality, the use of approved color palette and typeface options still placed it firmly within the overarching Covenant brand look.
AT THE HEART OF GREAT MEDICINE
The Wisconsin Heart Hospital was a state-of-the-art cardiac and vascular medicine center that boasted an above-national-average survival rate for two reasons: superior medical staff and cutting-edge equipment and facilities. Regional print, outdoor and radio were produced for general awareness and to encourage inquiries. Since admittance was by referral only, collateral was used to educate local Cardiologists on the capabilities of the hospital.
OPEN ENROLLMENT
Every year, Covenant’s businesses have open enrollment for health insurance. This TV spot reminded folks that they should be sure to pick an insurance plan that is honored by the best medicine in their neighborhood: Covenant Healthcare.
