Repositioning the hospital brand through UX, content and services

Health­care is un­der­go­ing rad­ic­al change: dis­trict hos­pit­als are trans­form­ing in­to re­gion­al health com­pet­ence cen­ters that cov­er the en­tire spec­trum of med­ic­al ser­vices from pre­ven­tion to cut­ting-edge medi­cine.

This claim must be com­mu­nic­ated clearly to all stake­hold­ers, not least by means of a con­gru­ent brand strategy.

Re­pos­i­tion­ing means let­ting go and find­ing a place in the fu­ture, es­pe­cially for an in­sti­tu­tion whose his­tory dates back to 1883. We ini­tially sharpened the Hos­pit­al’s vis­ion as an in­teg­rated re­gion­al health­care pro­vider with cru­cial part­ner­ships span­ning in­to in­nov­a­tions in medi­cine. We worked closely with key de­cision-makers to de­vel­op the over­rid­ing mis­sion and brand val­ues. We ini­ti­ated the new brand design, in­clud­ing the new brand mark and rol­lout, which set the scene go­ing for­ward.

The new brand concept fo­cuses on people with a broad spec­trum of needs and em­phas­izes the func­tion of Spit­al Männedorf as a re­li­able and agile part­ner in all health­care mat­ters. It also con­veys the com­pany's claim to play a form­at­ive role in the re­gion that goes far bey­ond a clas­sic hos­pit­al of­fer­ing.