Case Study /

Kootenai Health

Preamble

Kootenai Health is a premier healthcare organization located in Coeur d’Alene, Idaho. The brand includes a 246-bed hospital and clinics in more than a dozen communities across North Idaho.

The
Challenge

Kootenai Health came to us ready to embark on a monumental shift in their brand and corporate identity. After lengthy strategic planning and brand discovery, Kootenai Health created the goal of becoming a regional medical center by 2020. To achieve this goal, Kootenai Health set out to create a new brand identity and campaign that would embody this vision and propel the brand forward—solidifying them as a regional leader within the hearts and minds of consumers.

Our
Solution

We created a comprehensive messaging strategy to communicate high-tech and high-touch services for the brand as a whole and across the four key service areas. Campaign messages across all media focused on communicating the innovation technologies available at Kootenai Health (all of which have suffered from lack of awareness), while driving home the competitive advantage of compassionate care.

We began with internal brand materials and media relations to introduce the brand with news releases and press events. External campaigns included digital and traditional multi-media, including TV, radio, radio PSAs, outdoor, print, online (including display, search and social media) and specific online videos to reduce uncertainty for patients.

Creative

Kootenai Health It's Yours TV Spot

Kootenai Health Branding TV Spot

Print Ads and Photography

Print Ads and Photography

Outdoor

Outdoor

Online Advertising

Online Advertising

Landing Page

Landing Page

Measured
Results

Increased Brand Identification

“Kootenai Health” brand searches are significantly increasing, while “Kootenai Medical Center” searches are declining

Audience Touchpoints

Exceeded goals of target audience touchpoints to establish the new brand