MedStar Health Establishing leadership through brand consolidation
The SituationMedStar Health is a 4.5 billion dollar, not-for-profit, healthcare system organization, the largest in Maryland and the Washington, D.C. region. The launch of their updated brand identity, bringing together nine hospitals and approximately 130 clinics and ancillary facilities into a master branded architecture, was a key component of the “2020 Strategy” for the organization.
The ChallengeMedStar health employs 30,000 employees and has more than 200 locations across three states. A flawless, high-impact launch of the new brand identity was the focal point, both internally and externally, for the consolidation of the system and a key milestone in the execution of the new organizational strategy.
The SolutionBrandActive conducted an initial scoping of the branded assets throughout the organization and used that information to identify asset priorities and scenarios for launch and completion, which included implementation strategies, timing, and cost implications. Once the scenario was chosen, we proceeded to develop a project organization and detailed logistical plans by asset category to ensure that launch and completion objectives were achieved, on time and on budget. We then supported the Marketing team through the roll-out across the system, ensuring that the project was under control at all times.
The ResultsHigh awareness and visibility of the new consolidated brand was achieved through a seemingly “flash conversion” of their entire fleet of 120 vehicles within a two-week period. Other notable accomplishments during the transition to the new brand architecture included achievement of an 80% cost savings for the conversion of ID badges; a branded asset of critical operational importance in health systems.
“High visibility of the new consolidated brand was achieved within a two-week period.”
“At MedStar Health, the rebranding could not have succeeded without the expert support and guidance of BrandActive. They are truly a CMO's right hand.”Jean Hitchcock, former Corporate Vice President, Public Affairs and Marketing, MedStar HealthLearn more about MedStar Health’s rebranding.Discover our BrandHub brand management system.