Rebranding A Leader

December 4th, 2008

Alegent Health is the largest healthcare provider within hundreds of miles of Omaha. Their presence had been overshadowed in an extremely competitive healthcare market that included two academic medical centers and a perennial favorite for anyone having a baby.

Bozell was charged with re-branding Alegent Health in a way that would allow them to strengthen the health system as a whole, as well as work consistently across their multiple locations (8 hospitals and 44 clinics) and their individual services (ranging from cardiology to maternity, orthopedics to behavioral health).

Bozell conducted numerous consumer and employee focus groups, as well as one-on-one interviews with physicians and Alegent Health leadership to define what it was that made healthcare at Alegent Health different from anyone else in the market. The brand positioning was articulated as “This is Your Healthcare” to communicate Alegent Health’s dedication to delivering healthcare that is truly focused on what’s best for you, the patient.

Bozell developed an integrated marketing strategy that focused on creative that would break-through traditional healthcare advertising – i.e. the typical smiling nurses, serious doctors and high-tech equipment. Traditional media creative was focused on putting the consumer at the center of the story being told – just as Alegent Health puts patients at the center of everything they do. In addition to traditional TV, radio, print and outdoor, the brand media buy also included partnerships with one of the area’s leading news outlet and morning radio team. Additionally, Bozell focused on saturating the market with non-traditional media tactics that would continue to reinforce their focus on the consumer, by connecting with consumers throughout their daily lives, in unexpected but relevant ways.

The most current consumer survey indicates a growth from 84.4% total awareness in our baseline survey to a current 90%. Additional results include increased calls to the Weight Management program and new patients at the Image Recovery Center.

See more Alegent TV spots.

See more Alegent print.