Sound Physicians was having an identity crisis. Existing and potential acute care healthcare customers like hospitals, healthcare networks and skilled nursing facilities (and even employees!) were confused about the overall brand and services lines due to inconsistent logo system and messaging across the organization. Without an existing “blueprint” to guide new service line additions, siloes began to look and feel less like the overall brand and more fractured—increasing the confusion and diluting the power of their brand.
Hydrogen conducted a full competitive review and internal stakeholder interviews with each service line CEO, as well as the executive team, to better understand the company’s positioning and existing messaging. From the interviews, it was clear that the organization wanted to be seen as physician lead, performance-based organization and one that approached recruiting physicians and helping patients with great care. The research surfaced a dual desire to showcase not just the skill of Sound Physicians, but also the commitment their employees felt about helping to improve healthcare. The creative identity and brand idea that sprang from our strategy to bring both the head and heart to life for the brand led to our “Acute Caring” B2B campaign targeted to healthcare professionals in need of services ranging from on-call physicians to anesthesiologists. From the new logo to campaign language, the work reinforced the fact that Sound Physician services were part of an overall brand focused on healthcare solutions. All elements telegraphed movement, from the logo to the action language featured in the “ING” advertising campaign.
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