REDLANDS COMMUNITY HOSPITAL (RCH)

A NEW GENERATION OF CARING.

CHALLENGE

For more than nine decades, Redlands Community Hospital (RCH) has delivered quality healthcare that made it a leading facility in the San Bernardino, California region. Since the pandemic period, however, this momentum had diminished. A lack of strong brand messaging, both to internal and external audiences, was considered a likely cause. Identifying the reason why existing employees and the community should be excited about the RCH brand was the first step in setting the stage for an internal brand campaign. That campaign would then provide the platform for future communications efforts directed at the external-community audience.

OUTCOME

A preliminary competitive analysis by Maricich Health identified RCH’s existing brand positioning as undefined, but more suggestive of a corporate approach to medicine than a commitment to community care. Our objective was to move the brand to a position that portrayed it as “Stewards of forward-thinking healthcare with the freedom to put patients first, in a community-focused, supportive and collaborative environment.” RCH’s current creative already leveraged nearly a century of community service with the phrase “Caring for Generations.” Our repositioning strategy sought to re-energize this heritage while retaining its familiarity. The resulting campaign theme, “A New Generation of Caring” also easily adapted to specific topics such as “A New Generation of Teamwork / Nursing / Innovation / Stroke Care.” To launch this new brand positioning, we produced an anthem video that showcased the history and evolution of RCH, its community partnerships, service area, facilities and service lines. We also created a modernized logo and evolved campaign platform for print ads, digital, posters, billboards. As RCH enters its second century, it’s now in a better position than ever to build loyalty and enthusiasm among its internal and external constituencies.