Refreshing a Healthcare Brand | K2MD

Case Studies/Refreshing a Healthcare Brand

Challenge

When is the right time to evaluate the effectiveness of your branding in the marketplace? Everyday, really. But periodically there are times when a brand needs to be refreshed to continue to stand out in a competitive environment. Establishing and maintaining a consistent look and feel gives your brand instant recognition in the “brandscape”, but without change, even the brightest brands become expected and even invisible. K2MD was recognized nationally and internationally for the unique rebrand of the Lovelace Health System several years ago, but it was now time for a change.


Strategy

Refreshing a brand is not about change for change sake, it’s more about evolution and opportunity. It’s about keeping all the elements that your consumers recognize and value while infusing the brand with renewed energy. That’s exactly what we did to refresh the Lovelace Health System brand. Much more than simply a new ad campaign, this was a systemwide evolution of brand assets that collectively says to the community that “There are new and exciting things happening at Lovelace”.


Results

Positive growth is healthy growth. The fresh new look boldly stood out in the competitive landscape. All advertising and marketing initiatives adopted the revised aesthetic. Emergency visits increased by 9%. Deliveries were up by 15%. Physician appointments grew significantly as well.


23%

increase in
Physician appointments

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