Introduction to the Consultant
Sarah D. Matthews, President of Health Communications Consultants, Inc., is an expert in crafting tailored communication strategies for healthcare systems. Her ability to revitalize brands has helped hospitals strengthen their identity and deepen patient loyalty.
The Challenge: A Brand Lost in the Crowd
A regional hospital system struggled with a fragmented brand identity— inconsistent messaging and outdated visuals diluted its presence. Patients were confused, and competitors were gaining traction. Matthews was brought in to unify the brand and rebuild trust.
The Strategy: Tailored Communication with a Local Touch
Matthews designed a strategy centered on cohesion and community:
- Unified Identity: Create a consistent voice and visual style across all locations.
- Community Focus: Emphasize local impact through patient and staff stories.
- Employee Buy-In: Train staff to embody and promote the brand.
Her plan was to make the system feel personal and relevant to its communities.
Execution: Bringing the Vision to Life
Matthews executed the refresh with detail and purpose:
- Launched a visual redesign with a new logo and warm, professional color scheme.
- Rolled out a multi-channel campaign—ads, billboards, and digital content—featuring local narratives.
- Hosted internal workshops to align staff with the brand’s mission and values.
Each element reinforced the system’s community commitment.
Results: Recognition and Loyalty Reborn
The refresh delivered measurable success:
- Brand Recognition: Increased by 30% in local awareness within a year.
- Patient Loyalty: Retention rates rose by 10%, with positive feedback on the new identity.
- Employee Pride: Staff reported higher morale and brand alignment.
Matthews turned a disjointed system into a trusted local leader.
Key Takeaways for Healthcare Marketers
- Localize messaging to strengthen community ties and trust.
- Engage employees as brand ambassadors for authentic impact.
- Refresh branding with a clear, cohesive purpose to stand out.
Matthews’ approach highlights the value of a tailored, community-driven brand strategy.
