West Virginia University Healthcare
Rebranding – Research and Marketing
West Virginia University Hospitals, Berkley Medical Center and Jefferson Medical Center.
Auge+Gray Collective Works (A+G) was hired to manage a rebranding effort for the health system. Using in-depth interviews, community research and boardroom planning, A+G assisted West Virginia University Healthcare (WVUH) in development and implementation of a full brand transition communications plan that included internal and external audiences, launch campaign development, and brand standards for each of the hospitals.
The real story is the best practices that were implemented on behalf of the client. Many people were familiar with the quality health services of WVU Healthcare in Morgantown, West Virginia. In addition to the Morgantown hospitals, there also were two hospitals in the eastern panhandle of West Virginia, previously known as WVUH-East, and individually known as City Hospital and Jefferson Memorial Hospital. After several years of investment, facility improvements and physician recruitment, it was time to re-evaluate public perception.
A+G managed the rebranding and developed a brand strategy and in 2011, contracted with Repass & Partners to perform a brand perception research study. This included various internal interviews and external focus groups. The findings provided the foundation to gain consensus among the board, executive committee and various other stake holders within the medical centers and university affiliated health system.
The need to change the name of the organization to align more closely with the West Virginia University Healthcare brand was overwhelming. This and other messages gleaned from the research provided the brand platform for the organization. The research provided the clarity of understand within the community in regard to the lack of awareness for the improvements made in the hospital system and helped to provide direction for the messaging needed to inform the community.
Naming and identity recommendations were presented and tested by Repass. In April 2013, following an internal launch effort, the new identity system was implemented, the marketing campaign was developed and the new brand was launched.