Building Hospital Brands: Positioning for Your Community

Since 1999, Cohesion has built and developed a number of hospital and healthcare brands. For organizations like Missouri Baptist, Shawnee Mission Medical Center and St. Anthony’s, Cohesion has been intimately involved in brand repositioning, brand identity redevelopment, new brand messaging and the array of updated digital and ‘real world’ marketing materials necessary to launch a […]

Emergency-Medicaid

Since 1999, Cohesion has built and developed a number of hospital and healthcare brands. For organizations like Missouri Baptist, Shawnee Mission Medical Center and St. Anthony’s, Cohesion has been intimately involved in brand repositioning, brand identity redevelopment, new brand messaging and the array of updated digital and ‘real world’ marketing materials necessary to launch a new brand platform.

What we’ve learned reinforces the obvious: Unless you are a ‘world-class’ healthcare system/hospital, geography and patients come to you from around the world – owning a positive perception in the patient community in your nearby geography is critical to your position. Whether you decide to own a vertical position (best heart care, best cancer care, etc.) or a more horizontal position (‘built exclusively for our community’) your strategic business and brand direction must fit perfectly with your community.

[To view Cohesion’s “8 Steps to Rebuilding a Hospital Brand,” visit here.]

In the case of Missouri Baptist, it was about awakening a community to the quality of care right down the street; At the Intersection of Progress & Hope.

In the case of St. Anthony’s, it was about shedding a negative reputation and re-instilling trust in the community it was built to serve – from brand platform, to identity, to beginning a brand new story.

Does your hospital brand need an upgrade. I know a company that can help.

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Cohesion is a brand solutions company that successfully leverages a foundation of Strategy, Messaging & Visual Expression to help companies achieve greater value from their business, brand and marketing communications efforts. Since 1999, our approach and services have assisted more than 120 organizations across the country. To learn more visit cohesioncompany.com, or contact Brian Creath, president, at bcreath@cohesioncompany.com.

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