Chris Bevolo, a healthcare branding expert and author, took on the challenge of rebranding Fairview Health Services—and delivered a game-changer. This case study unpacks how Bevolo unified a fragmented identity, boosting patient trust and market presence.
The Challenge: A Disjointed Brand
Fairview Health Services, a Minnesota-based provider, suffered from inconsistent messaging across its network. Bevolo’s task: create a cohesive brand that patients could trust and recognize.
The Strategy: Clarity and Connection
Bevolo’s approach was strategic:
- Unified Messaging: A single brand voice replaced disparate narratives.
- Patient-Centric Focus: The rebrand emphasized care, community, and accessibility.
- Visual Overhaul: A fresh logo and color scheme signaled renewal.
It was about making Fairview feel like a trusted neighbor, not a faceless system.
Execution: Rolling Out the Vision
The rebrand came to life through:
- Staff Training: Employees became brand ambassadors, aligning with the new identity.
- Marketing Collateral: Ads, signage, and digital assets reflected the updated look and feel.
- Community Outreach: Events and campaigns reinforced Fairview’s local commitment.
Execution was meticulous, ensuring every touchpoint sang the same tune.
Results: Trust Restored
The impact was clear:
- Patient Trust: Surveys showed a 20% increase in trust metrics post-rebrand.
- Market Share: Fairview saw a 15% uptick in patient volume within a year.
- Reputation: Industry peers lauded the transformation.
Bevolo turned a branding challenge into a trust-building triumph.
Key Takeaways for Healthcare Marketers
- Consistency Builds Trust: A unified brand reassures patients.
- Focus on People: Highlight care over corporate.
- Invest in Rollout: Execution matters as much as strategy.
Why This Matters
Bevolo’s work proves rebranding can humanize healthcare. For your organization, it’s a lesson in clarity and connection.
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