Recently employees, volunteers, physicians, and community members were asked to participate in focus groups to determine a new brand for St. John Medical Center. By definition a brand can be a word, group of words or phrases that encompass an organization’s culture (conduct), customer service (expectation), leadership and employees (commitment).
A solid brand vision defines the Hospital in terms the customer can understand and relate to. Brands can become an organization’s most valuable asset. Simply put, a brand is a promise. By identifying and authenticating a service, a brand delivers a pledge of satisfaction and quality.
Hospital Employees, volunteers, and community members were asked to serve on several focus groups. It was important for participants to arrive at a brand that would be original, motivational, and inspiring. Thanks to everyone’s commitment and hard work similar themes and words began to reoccur.
The words and phrases most frequently mentioned during the focus groups were “faith-based,” which reflects the hospital’s conduct and adherence to the mission; and “to serve with compassion,” which describes patients’ expectations of the hospital. Focus group members also expressed the desire to incorporate the “Every Patient, Every Time” platform into the new brand to further demonstrate the hospital’s commitment to patients. It is important to note that strong brands also carry a set of emotional associations.
With the addition of a few words, the following new brand was created:
“It is my hope that once our new brand is shared throughout the community, patients will begin to experience consistent quality along with positive emotions that they associate with the Hospital, thus making St. John Medical Center their first choice for all their healthcare needs” said Cliff Coker, President, St. John Medical Center.