Spectrum Health Brand strategy
Challenge
In less than 20 years, Spectrum Health grew from two Grand Rapids-based hospitals to a nationally recognized health system with a dozen hospitals and treatment facilities including a state-of-the-art children’s hospital, 190 service sites, and 23,000 employees, including a multi-specialty physician group with 1,400 employed providers serving West Michigan.
Spectrum Health needed to synthesize a variety of distinct messages into a cohesive, integrated presence to amplify in the market.
Solution
ddm worked closely with Spectrum Health to identify brand pillars and message drivers that were foundational to campaign efforts, which were then translated into creative engagements that mattered to the consumer. Four statements are at the core of the Spectrum Health story: clinical expertise, coordinated care, compassionate approach, and care anywhere.
Result
Spectrum Health’s position in the marketplace was reinforced, and the health system increased brand loyalty, awareness, positive perceptions, and utilization in the community. People could affirm what they see and hear—and experience: Spectrum Health is giving them greater possibilities.
- Marketing + Communications Strategy
- Content + Communications
- Branding + Design
- Media Planning + Buying
