• Television was a critical way to get the word out about the new brand identity and platform, “The Strength It Takes.”

  • Statewide media blanketed the region introducing the new name, logo and visual look while creating a strong connection to the Hoosier state, by using real doctors and real Hoosiers.

  • Online, our strong new positioning encouraged folks in Indiana to learn about their new healthcare partner.

  • The Brand Book tells the story. We created a fully electronic brand Standards & Guidelines that will help IU Health steer creative directions for years to come.

  • Since many people find their healthcare information online, we led online analytics, developed an SEM strategy and built landing-pages full of the information people are seeking.

the challenge

Clarian Health wanted to do something radical—a statewide unification and rebrand of Indiana’s largest healthcare organization. And they wanted to do it right away. The goal was big, the clock was ticking and we were ready for the challenge.

the solution

Start internally and work our way out, with a phased conversation that built familiarity, enlisted employees and defined a new brand promise. We told the story of the strength of a unified system, coming together to provide the best care for the people in Indiana. We worked with over 40 clients, at 15 sites statewide, to tell this story externally and to win the Hoosier state over.

the results

  • In just the first three months 73% of statewide staff knew the new brand promise.

  • 99% of statewide staff believed the new brand promise will be better for patient care and over 90% believe they can deliver it.

  • Creative described as impactful, trusted, credible and attention-getting with core messages effectively delivered, in early consumer testing.