Indiana University Health

Creating a new hospital system brand


Following a long series of mergers and acquisitions, Clarian Health had a vision. It wanted to become the most comprehensive and preferred healthcare provider in the state of Indiana and the most highly-respected and sought-out source for medical expertise on a regional and national level. A crowded and increasingly competitive local market meant that a stronger brand was critical. The organization needed a unified brand strategy, name and architecture that was grounded in stakeholder needs and could deliver a consistent experience across all member organizations.


Prophet worked extensively with the marketing and executive leadership teams to develop and implement a new, system-wide brand and customer experience strategy to help achieve this vision. This work included qualitative and quantitative research across different stakeholder audiences as the foundation for strategy development.

Prophet focused on building a deep understanding of emotive drivers for patients and referring physicians and worked to understand how these groups accessed the healthcare delivery system. We also weighed the implications of engaging customers under a new brand strategy and name.


In the end, we delivered a comprehensive brand strategy to the health system. This strategy involved a new positioning that highlighted the breadth and depth of the entire system, changing the name of the brand to Indiana University Health, defining the patient experience to be consistent across the system and activating key brand elements that help convey the new brand and deliver the desired patient experience. Five years later, a thorough customer and employee research project was undertaken to determine how the brand was performing and to realign the messaging. We found that the Indiana University Health brand messaging was still perceived as highly relevant, and highly believable by employees and patients.