Southcoast Health: Brand re-launch
Topline
Rebrand and re-launch community health system, Southcoast Health to compete against world-renowned medical centers in Boston.
Pivotal insight
Southcoast’s doctors and staff hold themselves to a higher standard because patients they care for are often friends and neighbors. Additionally, physicians take a uniquely personal approach to care. This is something the Boston medical centers can not own.
Brand position
Building on this insight, we positioned Southcoast around its unique combination of clinical horsepower and highly personalized care. This was captured in the new tagline, “More than medicine.”
Internal launch
To introduce the new brand to Southcoast’s staff of 7,000, we developed an integrated, multiphase campaign. Key components included: an internal film that debuted the new tagline, a dedicated employee microsite, and immersive environments that featured large-scale graphics and brand messaging. We also developed peer-to-peer tactics, like sticky notes that inspired staff to deliver “More than medicine.”
External launch
For the external launch, we created a campaign featuring Southcoast’s well-known and respected physicians. Each one shared a personal story about what “More than medicine” means to them.
