Challenge
Centura Health is the largest health care system in Colorado and Western Kansas, and one of the most revered and fastest-growing health care providers in the nation. With 21,000 associates spanning 18 hospitals and dozens of neighborhood clinics across the region, there was little brand cohesion and low brand engagement among employees and the community. Brand understanding among employees and consumers alike was tethered to each individual hospital rather than to the broader Centura brand, a complexity that was deepened by recent marketing and advertising programs that fell short of communicating the prominence and strength of a leading integrated health care system brand. Centura Health was quickly growing and expanding, and needed a brand commensurate with its existing scale and growth aspirations. Insight Built on a foundation of over 200 interviews, visits to all 18 hospital locations, and intense competitive research, it was clear that Centura had to reignite internal passion and clarity before it could represent its new brand to the broader community. Many potential brand directions were explored, but the most strategic path for the business, employees and markets was to methodically reinvigorate the grit, passion, and whole person approach brought by the Catholic nuns who created Centura’s neighborhood hospitals over 100 years ago. To create a compelling and authentic future, Centura Health turned back to its strong roots of truly incredible people ‘on a mission’ to build flourishing communities and whole person care.
Solution
With the most strategic path for brand development and growth identified, we developed a complete brand system from a renewed core positioning and verbal and visual systems, and helped with the complete transformation of internal brand infrastructure and external brand activations at Centura. We first worked with Centura to implement its brand internally, building critical brand systems and processes. The brand system was rolled out across the organization, including marketing, HR, operations, and supply chain management, ensuring all communications assets, signage, vehicles, and uniforms would reflect the new brand. The brand was then launched externally through very focused and intentional community activations, ultimately culminating in Centura’s new advertising campaign and the launch of the Our Incredible Mission Brand Engagement Platform, an integrated experiential approach for bringing the brand to employees and neighborhoods in very personalized and localized ways.
Results
The new Centura brand has universally been met with broad internal and external support and is gaining radically more market exposure than anticipated. An historic, prominent health care brand reemerges as refreshingly unique and modern, but remains authentic to its strong historical roots.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.