Case Study
Improving The Human Condition - Sanford Health
Situation:
In 2006, the largest-ever gift to a healthcare entity was given to Sioux Valley Hospitals & Health System by philanthropist and businessman, T. Denny Sanford. Administrators asked L&S to help transform their brand while keeping the landmark donation announcement under wraps for an entire year. L&S happily accepted the challenge and executed with precision.
With such a monumental gift in the works, Sioux Valley wanted a monumental brand change to go with. L&S put a stake in the ground, accepting the challenge to meet the expectations of creating a national brand, while maintaining the loyalty of employees, patients and constituents who had spent a lifetime dedicated to the existing brand.
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The Sioux Valley heart and chevron mark had a 99.5% recognition rate and remained unchanged in the transformation. |
Solution:
L&S conducted baseline research that showed a high level of recognition and loyalty to the existing brand. Consumer intercepts were conducted in the Sioux Falls metro area. Respondents were provided with a full color chart showing six stand-alone logos without company names including regional and national brands. The Sioux Valley heart and chevron mark had a 99.5% recognition rate and ranked higher than several national brands, including Nike. Based on these findings, the heart and chevron mark remained unchanged in the transformation.
Working hand-in-hand with Sioux Valley leaders, L&S developed four key benefits that would result from “The Gift”:
- We would cure a disease
- We would create the healthcare campus of the future
- We would establish 10 children’s clinics across the country in areas of need
- We would establish world-class research programs in Sioux Falls
The next step was to create an announcement event worthy of the historical magnitude of “The Gift.” With medical, political and community leaders on the stage, 3,000 constituents filled the historic Washington Pavilion to learn how "The Gift" impacted each of them, the community, the region and the country and how their new organization could truly be charged with the lofty goal of “Improving the Human Condition.”
Results:
A multimedia campaign focused on the four key benefits was launched. Within one week of the announcement, the new brand dominated the news cycle and was quickly accepted into the everyday conversations of the region. Overall, the public relations generated more than $1,000,000 worth of impressions and within days of the announcement, Sanford was receiving inquiries from around the country from other healthcare organizations, jumpstarting their new goals and vision. “The Gift” campaign won Best in Show at the Healthleaders Marketing Awards; a Platinum award for Best Integrated Marketing Campaign (Large Hospital); and a gold Addy in 2008.
