Expanding The Brand of a Successful Hospital

When building a brand it is important to understand the desires and mindset of your client, or in this case, patient. What are they feeling and thinking at the time they interact with you or your brand materials? What is their emotional state and how will your messages impact them? Our goal was to build a user experience from beginning to end that respected the patient and treated them with dignity no matter where they were in the process of finding help for themselves or a family member.

The purpose of the website is to build trust, provide important information, and serve as an initial point of contact for patients, families, and/or referring medical staff. The website needed to strike a balance between providing all the information they may need and not becoming overly complex to navigate or understand.

The message throughout the brand materials needs to be jargon-free and compassionate. Our marketing plan includes producing content for social media and articles for the website to drive traffic and build awareness for the new facility.

Through a series of interviews with stakeholders we discovered that patients were looking for a mental health hospital that encouraged interaction between staff and patients during inpatient stays. Whether an individual is in crisis or wants to improve their skills to manage everyday life. With this discovery, we were able to establish the hospitals core values and beliefs:

That the balance between safety and therapeutic, dignified care is the top priority
The patient and their loved ones are at the heart of every decision and action we take.
We are empathetic providers of comprehensive, therapeutic, and whole-person healing.
Respecting the importance of the healthcare team, and promoting their wellbeing.
A commitment to financial stewardship

A vibrant color palette was selected to communicate optimism and abundant health. The accent colors are to be used in concert with the primary blue colors of the UNC Health brand. 

With the brands position firmly in place, The Diamond Group created a comprehensive branding strategy encompassing logo design, website, social media, and Facebook advertising to create brand awareness and firmly define their promise to patients, referring physicians and the general public.