Here are six tips for ensuring community hospitals retain their connection to the community when undergoing a brand change under a large health system.
1. Do market research. McLaren conducted focus groups and other market research to determine community members’ reactions to a possible name change. The result was overwhelmingly positive, which was a major factor in McLaren’s decision to move ahead with the rebranding. “The McLaren brand had been growing for some time, so we had good brand equity built into that name,” says Kevin Tompkins, vice president of marketing at McLaren. “However, in many cases, people weren’t aware their local hospital was part of the McLaren system.” Read 2-5 by clicking here.