Branding / Identity / Naming
As organizations change, grow and integrate, a question looms. What should the name be— existing, new, enhanced or otherwise? For health entities, should something follow the name—health, health system, health care, medicine, partners, network, alliance, or something else?
Great names promote brand promises
We maintain one of the world’s largest databases of brand identities and the why, how and results of organizational name changes.
What We Do
Our marketing, advertising and other campaigns tell the story across multiple channels and ensure the brand is memorable, motivating, inspiring and a powerful reinforcement of the mission, vision and values.
- Determine need
- Set process
- Conduct extensive research
- Share countless examples
- Help select brand, logo and tagline
- Develop marketing and communications
Rhoda’s dissertation topic and decades of research, it includes thousands of name changes, rebranding rationale, processes, best practices, lessons learned and outcomes—dating back over a century.
Outdated names stymie efforts and cause market confusion.
Engaging, memorable identities can cut through the clutter of words and sounds.
We renew, refresh, reposition and re-energize products services and people
Strong identities: Create emotional connection. Build buzz, loyalty and brand recognition.
Generate pride. Must be strong and stable enough to extend brands.
42 Tips for Building, Promoting a Hospital Brand
In a session at the Becker’s Hospital Review annual meeting in Chicago, Rhoda Weiss, PhD, a national healthcare consultant, speaker, author and editor of Marketing Health Services Magazine discussed a number of healthcare marketing and communications strategies for hospitals.
“You don’t need a big budget to do marketing — you can have a smaller budget and still reach your brand positioning and marketing goals, because marketing is about relationships.”
– Rhoda Weiss, Ph.D.
Some of Our Rebranding Efforts for Health Systems, Hospitals and Organizations
Name change of several entities:
- OU Health from OU Medicine
- University of Oklahoma Medical Center from OU Medical Center
- Oklahoma Children’s Hospital from Children’s Hospital of OU Medicine
Name change to Beaumont Health results from need to select single identity for the merger of Beaumont Health System, Oakwood Healthcare and Botsford Hospital
Name change to Baltimore Washington Medical Center from North Arundel Hospital to better acknowledge its ever-increasing expansive services and location in the Baltimore-Washington corridor
New name, logo and tagline for CAPG/California Association of Physician Groups to America’s Physician Groups reflects its large national membership.
Name and logo for new Cancer Center of Hawaii venture among two health systems and prominent physician group demonstrates its wide geographic footprint.
Name change to Stanford Health Care from Stanford Hospital & Clinics reflects its comprehensive care and services as an integrated health care delivery system.
What Clients Are Saying
“If you are looking for a research-driven approach to branding and naming of your institution, Rhoda Weiss and her team are the foremost experts in the country. The expertise brought to our organization surrounding the naming of Oklahoma Children’s Hospital and University of Oklahoma Medical Center brought broad-based industry knowledge combined with sound research. Additionally, the consultative approach to create the visual identity of OU Health brought forward a distinctive, world class brand to our market. If you are looking for the best, I highly recommend working with Rhoda and her team.”