Getting better: Piedmont healthcare gives its brand new life with an internal and external branding campaign

摘要

Brand Diagnosis The look and feel of Piedmont Healthcare Inc., a not-for-profit health system based in Atlanta, was long overdue for a change. It had been the same since 1976 when the metro-Atlanta health care system consisted of only one hospital. Now, with four additional hospitals and 114 system-owned physician offices across Georgia, Piedmonts branding needed to evolve like its corporate identity. Only one major system change had been in place since 2008: the "Piedmont Promise," a code that defines the key system-wide beliefs. The promise has become so ingrained internally that it now decorates employees' desks, is painted on walls and has become part of meetings, which usually start with someone sharing a promise story. When the marketing team began work on the rebranding in 2010, it was clear that the end product would need to elevate the brand to a new place in the consumer s mind and fully connect with the Piedmont Promise for internal audiences.