How important is healthcare branding? Well, one Indiana health system knows the power a rebrand can have on local and national recognition.
A few years back, if you were to ask Indiana residents about their favorite hometown hospitals, Clarian Health hospitals were at the top of the list. Known by local hospital names, consumers were mostly unaware that the high quality of care was in large part because of Clarian’s partnership with Indiana University School of Medicine.
Clarian knew they had the resources to compete nationally, but they needed to elevate their brand. Their massive rebranding strategy involved unifying 16 hospitals, a leading children’s hospital, clinics, centers and physician groups across the state — all under the Indiana University Health (IU Health) brand.
IU Health called on WriterGirl to help them harness, coordinate and develop thousands of web pages to create one cohesive, user-friendly global website. Over the course of the partnership, WriterGirl would:
- Interview 250 experts, physicians and department leads
- Create content for 40 service lines and 200 condition pages
- Overhaul and write content for 170 service lines and 400 condition pages for the children’s hospital website
- Write more than 75 patient stories and 50 video scripts
Find out more about IU Health’s healthcare branding strategy and the results they’ve seen. Check out the case study.
Need help with healthcare branding?
The WriterGirl team can help you create custom content that fits your new branding strategy, voice and audience. We’ll help you plan and execute the content every step of the way. Feel free to drop us a line to learn more.