Brand Discovery Lays Foundation To Elevate Health Center’s Identity, Messaging
As the organization was approaching its fifth anniversary, its leaders recognized a need to make the health center’s brand position stand out. The center has a different health care model than other primary care practices. The philosophy at Community Health & Wellness Partners is about quality and equality — providing integrated team-based, patient-centered medical care. In addition, the center serves anyone, regardless of their ability to pay. While the community generally perceived the organization positively, they did not realize all of the services that the health center provides. In some locations, signage remained that promoted an older medical practice that existed before it merged into Community Health & Wellness Partners. The health center needed to eliminate market confusion by creating a consistent presentation of its brand. It also needed to educate the community about all that Community Health & Wellness Partners does, elevate awareness and make it stand out from the competition in the community,
GREENCREST implemented a multi-year plan that started with a facilitated brand discovery. The information uncovered in that discovery process became the foundation of work that was to follow. Community Health & Wellness Partners emerged with a refreshed mission, vision and values; a guide for presenting its brand identity; and a new positioning statement: “Care…To Live Life Fully.”
The new identity and messaging was launched with a community report demonstrating the health center’s impact in the county. A launch of the new brand
and messaging plan helped Community Health & Wellness Partners set itself apart from other health facilities in Logan County and increased awareness of how the organization serves the whole person, whole community and delivers “Care…To Live Life Fully.”
The consistent messaging and professional presentation of Community Health & Wellness Partners’ brand has elevated its position in its community. While advertising and media relations have worked to increase overall recognition, the consistent brand content on the organization’s social media channels has spread community awareness, as well. Nine months after the launch of planned social media content, the center realized an increase of 736% in engagement and a growth of 47% in the number of followers just on Facebook, where patients have increasingly followed, commented and shared posts.