Healthcare System Rebrand:

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Coral McLaughlin
5 years ago
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1 A presentation to the Healthcare Facilities Symposium September 22, 2011 Session Learning Objectives Healthcare System Rebrand: Stories from the Trenches Learn how Mercy Health structured internal teams to approach every aspect of their system rebrand Understand the broad approach to facilities issues undertaken as part of the rebrand, and the choices Mercy Health made as they considered consultant teams Hear stories related to the hurdles these teams approach as they race toward the brand launch finish line Learn how, with the advantage of hindsight, the team would have changed the process to keep it on track and avoid the pitfalls they ve experienced 1 2 Introduction Jeff Couzens Vice President Marketing Communications, Mercy Health Kelly Kurburski Director Creative Services, Mercy Health Mark VanderKlipp President, Corbin Design System Details Four unique organizations Geography Demography Payer Mix System readiness Regional Stats Population Counties Financials Beds Physicians Associates 3 4 1

driven initiatives Deliver Value Continue consolidating back-office services System Create

Executive and Strategy leadership Marketing / Planning / Action teams New positions When

2 System Details Brand / Operational Strategy Relationships / Partnership It s about the docs! Strengthen Clinical Services Create efficiencies in clinical delivery Quality Corporate driven initiatives Deliver Value Continue consolidating back-office services System Create differentiation: patient experience Increase voice in the market 5 6 Action Plan Who Executive and Strategy leadership Marketing / Planning / Action teams New positions When Time frame How Physical change Funding Cultural change Culture eats strategy for lunch, every day

3 Culture Vortex Strategic planning process Third time s the charm Culture protectionism Fear over loss of local uniqueness Operational stressors Margin risk, physician unrest, rumor mill Last minute strategy shift Big Bang => Phased Consultant Selection Full RFP Process Team: Mercy Health Partners, Saint Mary s Health Care Marketing & Communications Building Services Human Resources Legal Finance Procurement Property Management IT 9 10 Brand Standards BrandActive: Brand Change Consultants Moveo Advertising Adapting messages across media Corbin Design Wayfinding concepts Facility-specific wayfinding planning Progressive AE: Interior architecture BrandActive Brand implementation strategy Detailed project management Signage & Vehicle Graphics Badges, Wearables Technology Administration Marketing & Advertising, Forms HR, Housekeeping, Food Service Cost tracking & reporting Liaison between Mercy Health and consultant groups

4 Project Engagement/Responsibilities Project Schedule 13 Signage 14 Project Costs

5 Advertising Examples Wayfinding & Identity Management Exterior Signage Depicting in 3 dimensions Environmental context & design flexibility Materials and formats Future rebrand processes Application to all sign types in standard Non-standard applications ADA requirements

6 Exterior Signage Exterior Signage Exterior Signage Interior Signage

7 Interior Signage Interior Signage Design Specification Drawings Design Specification Drawings

Facility-Specific Wayfinding Planning Wayfinding & signage assessment Terminology Circulation pathways Retrofitting installed base of signage 29 30 Progressive A/E

8 Facility-Specific Wayfinding Planning Wayfinding & signage assessment Terminology Circulation pathways Retrofitting installed base of signage Progressive A/E Interior Finishes Interior Architecture Paint, Wall Finishes Flooring, Ceiling Treatments Millwork, Furniture, Fixtures, Lighting Fabrics Ceiling Treatments

Fabrics Fixtures & Furnishings 33 34 Process Roadmap

is 20/20 Questions and Feedback What worked well What

9 Fabrics Fixtures & Furnishings Process Roadmap Ideal project timeline Consultant selection Hindsight is 20/20 Questions and Feedback What worked well What we might have done differently Where are we now?

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