When the proposed merger of Doctors Hospital and Massillon Community Hospital was approved, ST&P was selected from several candidates to spearhead a comprehensive re-branding effort. The challenge here was to communicate to the community that two established healthcare facilities had united to form an ultimately stronger, more capable whole. To accomplish this, a few questions had to be answered. Who was this new entity? Where was it going? And, most importantly, what were the implications to the community?
To help answer these questions, ST&P first met with physicians, board members, hospital staff and community members to collect feedback. Then, using the information gathered, we carefully selected a new name and positioning line: Affinity Medical Center—Caring As One. Affinity is a direct reference to the strong bond between not only the medical center and the communities it serves, but also the individual hospitals. The positioning line addresses the hospital’s brand promise that every member of Affinity Medical Center is working together, as one, to provide stronger, more comprehensive healthcare. Caring as one also provided a springboard into all other subsequent creative, including television, radio, outdoor and print.
The marketing behind the merger helped Affinity Medical Center evolve into an identifiable, cohesive entity and communicated a clear consumer benefit.
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