ThedaCare undergoes a complete brand transformation to bring unity to a large and complex organization and redefine its core value to the communities and consumers it serves.
ThedaCare is a leading healthcare provider serving consumers in diverse metropolitan and rural communities throughout northeastern Wisconsin. ThedaCare operates a large network of major medical centers, community hospitals, physician clinics and cancer treatment centers.
Facing increased headwinds from aggressive growth through acquisition, new competitors and the complexities involved in a rapidly changing healthcare environment, ThedaCare struggled to claim a relevant and differentiated positioning with little brand equity among its consumer audiences. Having made significant acquisitions of smaller healthcare facilities in rural communities over the past few years, consumers in these communities did not recognize the value or the benefits of what an integrated healthcare system can provide to improve the quality of patient care.
Responding to these significant marketplace challenges, management recognized that operating in decentralized silos, offering a diversity of services within diverse branded entities had, over time, blurred its image within the communities it served. In effect, ThedaCare had a commodity positioning in the minds of consumers and its brand identity had become generic.
The Brand Innovation
In response, management made the strategic decision to reclaim its leadership position as the premier healthcare provider demonstrating proven success routinely solving the most complex and difficult medical challenges. For patients and their families faced with making difficult medical decisions, knowing ThedaCare was nearby offered peace of mind wherever they lived within ThedaCare’s service area. No other competitor could make this claim.
Over a two-year period beginning in 2014, we advised and provided guidance for the ThedaCare Leadership team to develop a strategic brand storytelling and messaging platform that would guide the development of a new corporate identity system to unify all of its diverse operations and build greater equity in the ThedaCare corporate brand.
Bringing its positioning to life required a completely new corporate identity system be designed that included a comprehensive brand architecture strategy unifying diverse business entities, strategic partnerships, hospitals and patient clinics.