Lead a Brand Reorganization and Launch for Regional Healthcare System
Client
Overview
Palm Beach County’s six Tenet Health hospitals along with a large multi-specialty physician group, various ambulatory surgery centers and outpatient diagnostic facilities rebranded under Palm Beach Health Network to better promote their collective breadth of services and expertise to the communities they serve. And while they operate within a comprehensive network, each hospital also maintains their unique brand identity with varied service line capabilities specific to their facilities.
We set out to build a stronger connection with the community while enhancing brand recognition, solidifying Tenet’s role in Palm Beach County’s healthcare sector.
Goals
The work with Tenet Healthcare focused on amplifying their presence and reinforcing their message of care and compassion. The goal was to enhance brand recognition and foster a deeper connection with the community, effectively showcasing Tenet’s commitment to improving lives and strengthening their impact in the healthcare sector.
Process
The challenge was how to divest a hospital-centric strategy to introduce the brand in a market where the hospitals have long-standing roots and strong individual brand recognition. Unified strategies that integrated media placements and creative messaging were implemented to effectively showcase the Palm Beach Health Network brand across all hospitals. This included executing comprehensive media campaigns to drive brand awareness and maximize reach throughout the DMA market utilizing broadcast television, CTV streaming, social media video campaigns, high-visibility billboards along major interstate corridors, and high-impact digital display banners. Additionally, targeted service line campaigns were deployed independently for each hospital, balancing brand awareness with lead generation tactics. To optimize budget efficiency, shared service line campaigns were leveraged, and media contracts were strategically managed for cost savings. Audience segmentation, geographic targeting, and flighting schedules were continuously refined to ensure cohesive and synchronized execution across all platforms.
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