Aligning a brand with its culture
We used our unique say it. live it.® approach to successfully differentiate a health system and meet the needs of its community.
TriHealth, one of the largest health systems in Cincinnati, was in the uncommon position of having done rigorous culture-building work for several years — and achieving impressive results in its population health approach.
While TriHealth had many unique strengths, Cincinnati is a highly saturated healthcare market. The system turned to Core to help redefine their brand strategy and bring it to life in a new campaign.
From insight to new image
From the outset, we knew that TriHealth was a great opportunity to implement our say it. live it.® philosophy, which helps align a brand’s actions and experience with its consumer image and messaging.
In research within the organization, we felt a qualitative difference: a unique degree of warmth and humanity. Teams expressed a heartfelt belief in the importance of treating patients like human beings rather than numbers, ensuring that they feel seen, heard and deeply cared for.
A surprisingly human approach
Consumers and current patients expressed that, to believe that they received the best possible care, they first needed to feel understood and cared for as a human being.
This consumer insight led to the strategic platform for the campaign: that TriHealth’s surprisingly human care drives the best health outcomes. We brought this to life in “Be seen. Be heard. Be healed.": an invitation to experience the humanity and the healing that results.
Results
While the campaign is currently in market and performance metrics still forthcoming, we were honored to receive overwhelmingly positive feedback from dozens of team members after presenting the new promise and campaign at a town hall meeting:
"I absolutely love the new brand. This is exactly how I feel and why I do what I do."
"Love the brand promise! It’s who we are! Incredible!"
"It’s so great to have our branding truly match our culture of care."