More than medicine
Southcoast Health is a health system in southeastern Massachusetts and Rhode Island. For decades, Southcoast hospitals had been market leaders. However, as competition from nearby Boston providers intensified, Southcoast faced a challenge familiar to many providers today: how to inspire consumers to stay local.
Through a collaborative process that included our Brand Summit and Voice of the Customer research, the new brand strategy centered around Southcoast’s unique combination of clinical excellence and highly personalized care: “More than medicine.”
To set the tone for a lasting culture change among Southcoast’s 7,500+ employees and physicians, Motion developed an integrated internal brand program. Tactics included an inspiring film, internal events, “meeting-in-a-box” department rollout kits, a dedicated staff microsite and a series of “Bright Spot” work spaces: immersive environments in which employees could be inspired to come up with innovative ideas and new ways of delivering More than medicine.
For the external launch, Motion developed a multi-year campaign including everything from TV and outdoor to digital, direct mail, and media relations. Across the integrated campaign, Southcoast physicians share what “More than medicine” means to them and why they choose to practice at Southcoast.
Twelve months following the brand introduction, Southcoast began to see the benefit of the rebranding investment. Brand- and operational-metrics realized gains directly attributable to the branding efforts.
“Motion brought creativity and a fresh approach to our business, ultimately delivering a brand strategy for Southcoast Health that continues to resonate. The new brand allows us to stand out in the market and be recognized as leaders in clinical excellence and patient care.”
Keith A. Hovan
President and CEO