Prescription for a Healthy Brand | K2MD

Case Studies/Prescription for a Healthy Brand

Challenge

For many of its 85 years, Lovelace was a national leader in medicine and the premier healthcare brand in New Mexico. With changes in ownership, management and direction, the once preferred brand lost its luster along with considerable market share. The Lovelace system was acquired by Nashville-based Ardent Health Services and was merged with St. Joseph Healthcare and renamed Lovelace Sandia Health System. The merger and name change created consumer confusion and resulted in additional decline in business, employee morale and physician morale. This was a brand in distress.


Healthcare brands tend to look and sound alike. We took a more retail approach to this brand. Colorful daisies were used in every medium and became a happy and friendly reminder of this stand-out brand.

Strategy

With the comprehensive audit results, we collaborated closely with the Lovelace management team, marketing team and Ardent to develop and execute a strategic plan to create a new brand identity and messaging platform. The solution was right in front of our eyes – “Love.” The word “Love” was not only a part of the system’s long respected name, but it’s a word that suggests a deep, caring relationship. As a critical part of the brand aesthetic we used the colorful gerbera daisy to project a friendly, approachable retail brand.


Results

The results of any rebranding program are a shared accomplishment of everyone involved. Along with K2MD Health and the Lovelace marketing department, literally thousands of employees contributed to turning this brand around. A smart and strategic rebrand pays dividends for decades to come: more business, better business, employee retention, physician and employee recruitment, and the most important of all, customer trust and loyalty. Lovelace continues to experience all of this and more.


Elegant simplicity and understated symbology defined the new brand identity. The single name “Lovelace” in classic typography was married to a subtle heart symbol reversed out of the “V.”

We turned the gerbera daisy into a colorful, adaptable brand icon for the system. Representing the idea of love and caring, this friendly flower became as much a welcomed symbol of change as it was an advertising icon.

Branding from the inside out.

Our proprietary branding process is a discovery and analysis tool designed to work from the inside out. Why? Because the brand experience is never delivered by “branding” but by the employees of the organization. From the medical staff, physicians, nurses, to housekeeping, maintenance and food service, every single person and function within a healthcare organization has the ability to improve or compromise the brand experience. What better place to start?

The information gathered from facilitated sessions, surveys and meetings was essential to rebuilding the brand and leveraging the equity that still existed with both the internal and external audiences. The external data gathered was equally as comprehensive. Quantifiable and qualifiable research identified both the damage to reputation and trust as well as the opportunities to rebuild a brand people still treasured.

Rebuilding a healthcare brand begins with a deep understanding of healthcare, consumer/patient wants & needs, and a clear picture of the condition of the troubled brand. Using our Brand Building Blueprint process, we began the brand audit.