When the Adventist Health System purchased Gordon Hospital, the leadership team struggled to cast off the “county” hospital stigma to appeal to a broader geographic target. Research revealed that in the tight-knit community, residents wanted to emotionally connect with the hospital. The inspiring Adventist flame proved to be the perfect vehicle.
Environment / Design
Point b’s research revealed that people throughout the community took great pride in having the county’s name associated with the hospital. But in the small, tight-knit community, residents wanted to emotionally connect with the hospital as well. As a result, Point b knew a new name and tagline wouldn’t be enough. A new brand would have to be created, one that maximized the equity that had already been built without being too beholden to the past.
Point b rebranded Gordon Hospital to reflect the recent growth, its ability to perform advanced procedures and techniques, and its commitment to offering a faith-based level of care that’s often neglected at larger hospitals.
cite Gordon Hospital
as their top choice
Associate the “Dove”
identity with the
hospital’s high-touch care