Foundational branding for a Clinically Integrated Network (CIN)
To set up its high-priority Clinically Integrated Network (CIN), the Anne Arundel Medical Center (AAMC) needed to build a provider network. AAMC partnered with Strategic Health to develop a brand foundation for the development of print and digital assets focused on provider recruitment.
Scroll down to see the images!
Creating material for a new product (the CIN) was a major challenge and Strategic Health’s flexibility and commitment were key to the success of this dynamic project.
We:
Facilitated discovery sessions to define brand attributes and personas. Key stakeholders, such as community members, clinicians, the medical director, CIN leadership, and internal marketing staff, all participated.
Developed a brand playbook covering statements of purpose, vision, key attributes, positioning and values, and laying the messaging foundation for all subsequent communications efforts.
Developed an integrated marketing communications plan.
Crafted effective web copy, which also supports continued provider recruitment efforts.
With our help, AAMC surpassed their provider recruitment goals, in less time than anticipated.
The attendees of the facilitated session were energized and fully participated, covering the walls with their insights.
The brand playbook was delivered. It is the roadmap for the CIN’s communications.