SOLUTIONHEALTH

WELL LIVES HERE

CHALLENGE

The combination of Elliot Health System (EHS) and Southern New Hampshire Health (SNHH) as parts of the Mass General–affiliated SolutionHealth umbrella brand created an extensive regional system. Reaching throughout Southern New Hampshire and Northern Massachusetts, SolutionHealth’s footprint covers more than half a million residents, including many aging baby-boomers. While the majority of surveyed residents expressed interest in participating in an expanded health system with access to more hospitals, clinics and services, few were aware of SolutionHealth. Nor had they encountered messages from EHS or SNHH. A regional-system brand strategy was needed to establish what SolutionHealth stands for among internal, and ultimately external, stakeholders. This effort also would need to define the new brand’s complete offering of clinical services and provider organizations in the minds of healthcare consumers and the medical community.

OUTCOME

Maricich Health began with an in-depth discovery-and-research phase in which key stakeholders of SolutionHealth, EHS and SNHH discussed the organization’s current situation. A set of values was developed that encapsulated the essence of the brand for internal and patient audiences: Whole-person health (full-range of care for body and mind); Excellence (evidence-based practice, top-quality standards and innovation); Local access (community-minded, delivering world-class care locally); Leadership & advocacy (a voice for those facing financial, physical and emotional challenges). Put them together, and they spell “WELL.” This inspired the suggested campaign tagline: “Well Lives Here.” Along with brand positioning and strategic messaging recommendations, Maricich developed a comprehensive package of materials that included a creative brand platform with brand anthem and moodboard that complemented the tagline. Logo refinement/exploration and brand architecture recommendations also were part of the program. Finally, a conceptual exploration provided initial thoughts on how the big ideas within the brand anthem and tagline might translate into internal-facing creative efforts. These recommendations provided SolutionHealth with a solid foundation for an integrated brand image across all its operations, and a coherent message about values and commitment that could be rolled out to audiences inside and out.