Cincinnati, OH (PRWEB) January 4, 2010 -- Earlier this year, St. Elizabeth and St. Luke joined forces to provide world-class healthcare for Northern Kentucky. Now called St. Elizabeth Healthcare, the new entity quickly began development of a new brand strategy with assistance from Deskey, a local branding agency. That was nearly six months ago. Recently St. Elizabeth Healthcare is unveiled their new brand to the community through a compelling advertising campaign called “Better Together.”
On the surface it may sound like the new tagline is simply touting the recent merger, but that’s just the beginning. “Better Together is really about our commitment to the community – and to each other,” says President and CEO, Joe Gross. “We are excited about the new brand. We believe this work is a culmination of the many things that make us a premiere choice for healthcare in the region.”
With Deskey’s leadership, the marketing team worked with management to define what the organization stands for, both in terms of the value the previously-separate hospitals offer the community, as well as what the newly combined organization will mean for Northern Kentucky in the future.
The new brand positioning focuses on the organization’s legacy, but strongly prepares St. Elizabeth Healthcare for the future. The tagline “Better Together” articulates how St. Elizabeth Healthcare is stronger and more capable of meeting the healthcare needs of the entire community. “Together is not about the merger. It’s about the interdependent relationship we have with the region,” says Director of Marketing, Sandra Sims. “It means that our physicians are better working together with our expert nursing staff. Now we can provide better care because our human expertise is enhanced with technology, including our 320-slice CT Scanner and our new da Vinci robotic surgical equipment.”
“Better Together is about all the dependent components of a superior healthcare organization – the people who provide care as a team, the high-tech equipment, the patients, their families and the communities,” said Miki Reilly-Howe, SVP of Strategy at Deskey. “That world-class healthcare is the result of many things coming together to deliver the best care to this community.”
After building a strategy to organize people around the new brand, Deskey helped the team at St. Elizabeth bring the brand to life visually through a new identity that includes a new logo, signage and internal launch campaign and external marketing.
“St. Elizabeth’s new logo brings the new brand to life in a meaningful way,” Doug Sovonick, Deskey Creative Director, said. “The lower-case “e” was retained to communicate the heritage of St. Elizabeth. The golden yellow which fills the “e” suggests a new day for the merged organization. The imagery and color palette connote a sense of rebirth, strength and a connection with the community.”
“Deskey did a fantastic job unifying the new organization and communicating our message externally. Timing was extremely tight – and the team was incredibly responsive,” said Sandra Sims.
About St. Elizabeth Healthcare
St. Elizabeth Healthcare features six hospitals throughout Northern Kentucky—St. Elizabeth Edgewood, St. Elizabeth Fort Thomas, St. Elizabeth Florence, St. Elizabeth Covington, St. Elizabeth Grant, and St. Elizabeth Falmouth. It also has vast resources to serve the Greater Cincinnati area, including 1,211 licensed beds, more than 6000 employees, 927 physicians with admitting privileges and 31 primary care office locations, and four free-standing imaging centers. St. Elizabeth Healthcare is sponsored by the Diocese of Covington, providing an estimated $71 million in uncompensated care and benefit to the community in 2007.
About Deskey
Deskey is a brand agency whose strategies and designs have delivered a competitive edge for clients consistently since 1929. Founded by American design icon Donald Deskey, the firm's client roster includes Allergan, Fifth Third Bank, Starbuck's, and a 50-year relationship with Procter & Gamble. Independent and creatively-led, Deskey is located in Cincinnati, Ohio. More information is available at www.deskey.com.