Southcoast Health is a three-hospital health system in southeastern Massachusetts and Rhode Island. For decades, Southcoast and its three hospitals had been market leaders. However, as competition within the region intensified, Southcoast faced a brand challenge familiar to many providers today: how to inspire consumers to stay loyal—and local.
Through a collaborative process that included our Brand Summit and Voice of the Customer research, Remedy and Southcoast crafted a bold new brand promise: providing patients and their families a unique combination of clinical excellence and highly personalized care. This promise was captured in a new tagline, “More than medicine.”
To set the tone for a lasting culture change among Southcoast’s 7,500+ employees and physicians, Remedy developed an integrated internal brand program. Tactics included an inspiring film, internal events, “meeting-in-a-box” department rollout kits, a dedicated staff microsite and a series of “Bright Spot” work spaces: immersive environments in which employees could be inspired to come up with innovative ideas and new ways of delivering More than medicine.
For the external launch, Remedy developed a multi-year campaign including everything from TV and outdoor to digital, direct mail, and media relations. Across the integrated campaign, Southcoast physicians share what “More than medicine” means to them and why they choose to practice at Southcoast.
Twelve months following the brand introduction, Southcoast began to see the benefit of the rebranding investment. Brand- and operational-metrics realized gains directly attributable to the branding efforts.
Keith A. Hovan
President and CEO