Healthcare
Rochester Regional Health
Challenge
& strategy
In June 2017, Rochester Regional Health (RRH) and EVR discussed a shift in brand positioning for the system. RRH wanted to build upon the differentiation that existed between the brand and its major competitor.
RRH sees itself as the healthcare system of the future. This claim is substantiated in a variety of ways, including the brand’s progressive commitment to energy conservation and sustainability.
EVR was engaged to help clarify and articulate this brand vision, conceptualize a renewed brand platform, design fresh creative elements to represent this revitalization and build an integrated campaign of traditional and digital elements to be launched in early February 2018.
The process
- We began by gaining an understanding of the brand as envisioned by RRH leadership, then documented our findings in a “brand-at-a-glance” document that featured an overall snapshot summary of key brand elements in a format that reflects our most insightful interpretation. Included in this analysis was a new positioning statement provided by RRH: Consumers that seek a forward-thinking innovator choose Rochester Regional Health. Designed for changing times, clinical excellence, new ideas, patient involvement and anticipating patient needs keep Rochester Regional Health “ahead of the curve.”
- Using this brand knowledge as a guide, EVR developed overarching directional one-word “themes” to inspire our thinking—pioneering, bold, forward and different—and a suite of three to four campaign taglines for each theme.
- Each theme and its accompanying suite of campaign taglines was presented to RRH leadership on a brand expression storyboard to help set the tone and provide the campaign taglines with context through the use of imagery.
- A great campaign theme needs to do two things: Capture the essence of a brand and create an immediate understanding of “what’s in it for me” for the target audience.
There’s no time to wait for what’s next…
RRH was excited to move forward with the chosen campaign theme “Next Is Now.”
By building out an integrated “Next Is Now” campaign, we were able to turn a simple campaign tagline into a marketing platform to power RRH’s marketing initiatives.
The “Next Is Now” campaign launched in multiple phases. Teaser elements worked to stir interest in the campaign while building up to a dramatic reveal during the Super Bowl. We kept momentum going with an agile digital media buy that included smart programmatic placements as well as creative placements on social media channels such as Facebook and YouTube.
Using the “Next Is Now” theme as a backdrop, EVR launched a brand campaign that resulted in an increase in brand image, brand recall and organic site traffic.
