Coordinated Health
Turning a specialized hospital into a regional system
The Challenge
Coordinated Health, a 27-year-old specialized hospital, desired to become more relevant to consumers who aim to address the real-world need for simplicity, affordability, and access in healthcare.
The Insight
For the last 20 years or so, Americans have been experiencing the "end of an era" in healthcare characterized by increased complexity, chaos, and change. Gone are the one-to-one relationships with family doctors and community hospitals. Despite widespread reform, consumers remain disillusioned and ache for simplicity and improved access to healthcare.
Coordinated Health has captured unmet consumer needs in healthcare through Integration (combination of resources to deliver the final outcome and the coordination or management of those resources to deliver the product efficiently and affordably) and Value (quality outcomes, patient satisfaction, lower cost/reasonable affordability, and functional benefits).
The Approach
Brand Identity System
Coordinated Health delivers a fully integrated healthcare experience, starting with its unique interlocking logo design.
Creative Campaign
Placement of the brand mark in an exponential position, practically trademarking the benefit, implies an exponentially "better" experience, from core benefits like quality care, value, and personalization, to "better" individuals, schools, communities, and employers. Using case studies and testimonials told the stories of how patients' lives improved.
Digital Redesign
We transformed the website into a purposeful tool for both potential and existing patients. When visiting the site to research a service, dynamically generated links deliver relevant content. This crosslinking gave users all the information needed to make a decision, with opportunities to make appointments every step of the way.
The Result
Organic search increased by 23%, and online appointments increased by 305%.
Increase in Brand Recognition and Awareness, traffic to the website, return visits, satisfaction scores & CMS awards, increase in foot traffic/business, and the opening of new locations.
The Awards
AVA Gold
IAC Best Website Award
Horizon Silver
American Advertising Award