Transforming the patient experience
Novant Health, an integrated network of physician practices, hospitals and outpatient centers, had the vision to provide remarkable healthcare and transform the patient experience. While Novant Health had started to deliver on this vision, the system was represented by over 400 local brands, leaving no way for patients to connect the pieces and really understand what the brand stands for.
We worked alongside our client, using a combination of traditional research methods and creative ideation sessions, to help define a brand positioning that would highlight Novant Health’s unique strengths. We developed a master brand strategy, aligning all points of care across the system under one Novant Health brand.
Prophet then crafted a brand identity and visual system that reflected the new strategy. We brought the strategy to life through employee engagement tools and launch communications that shared the Novant Health story with internal and external audiences. We also recommended new ways to deliver the remarkable patient experience, including patient resources, digital tools and signature touchpoints.
The end result was a start-to-finish brand strategy and identity for Novant Health, including a plan to launch the new positioning and visual identity and to compellingly communicate the brand story. Its brand awareness increased by 130% from Q3 2013 to Q4 2013 and has resulted in a steady number of online searches, and a highly positive social media presence.