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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 new and aggressive competitors entering their market, 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. 

In recent years, ThedaCare made significant acquisitions of smaller healthcare facilities in rural communities. 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.
Add to those challenges, relative to competitors, ThedaCare’s image and identity in their marketplace did not claim a relevant, differentiated and highly valued brand positioning which diminished their brand equity among its consumer audiences. 
Recognizing these challenges, over a two-year period we provided strategic and creative guidance for the ThedaCare leadership team to implement their transformation and unify all of its customer touchpoints to build greater equity in the ThedaCare corporate brand.
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© 2021 Dawson+Company Strategic Brand Development LLC

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