Brand Positioning and Rebranding
Case Study
Challenge
A prominent hospital system sought to redefine its brand positioning to better reflect its comprehensive care offerings and community-first mission.
Despite its wide range of services, the hospital was largely perceived as research-focused, which did not align with the organization’s broader healthcare role and community impact.
Initial Findings
Stakeholder evaluations and patient feedback revealed key issues:
- The mission and vision statements were misaligned with patient expectations and community values
- Language used in these statements did not fully capture the hospital’s focus on holistic, inclusive care
- Both patients and non-patients noted a gap between the hospital’s messaging and its actual services
Actionable Insights
The rebranding process informed several key actions:
- Refine mission and vision to reflect diverse community healthcare needs, not just research
- Use inclusive, values-driven language that aligns with patient expectations
- Apply the new brand identity consistently across marketing, business development, and patient experience efforts
- Treat brand messaging as a strategic tool for increasing trust, relevance, and long-term loyalty
Outcome
The hospital system undertook a strategic rebranding effort that led to:
- A revised mission and vision grounded in inclusive, patient-centered language
- Stronger alignment between brand messaging and service delivery
- Improved patient perception, with messaging that better resonated with both current and prospective patients
- Internal buy-in across departments, fostering a unified organizational identity
