A new brand of hope & healing

Case Study

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.

Industry:
Healthcare

Client:
Gordon Hospital

Service:
Brand, Motion/Video,
Advertising, Design,
Environmental

Environment / Design

Advertising

Design

CHALLENGE

Despite dramatic changes, community perceptions of the hospital lagged, with many constituents holding on to misinformation. The hospital had reached a critical juncture in its brand image.

REALIZATION

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.

SOLUTION

The Gordon Hospital brand and advertising campaigns that followed garnered over 500,000 earned media impressions, including local and state media coverage.

EXCEEDINGLY  EFFECTIVE

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.

RESULTS

500,000

Earned media
impressions

78%

People reached
cite Gordon Hospital
as their top choice

60%

Associate the “Dove”
identity with the
hospital’s high-touch care