When Covenant Health was formed by the merger of two East Tennessee health systems, a television campaign they created before we began working with them generated high name awareness. With the name established it was time to move on to the next phase: correct association as a health system and awareness of a consumer benefit provided by the system.
Harrison O'Neal worked as part of a team including Covenant Health's internal communications group and Hill and Knowlton's medical communications practice to develop a comprehensive branding strategy for the health system and its individual hospital and specialized care entities.
The strategy we developed positioned Covenant Health as a "Good Housekeeping Seal," a guarantor of quality, for the member institutions.
Harrison O'Neal developed a campaign which focused on the fact that by working together as a system, the hospitals and other organizations of Covenant Health could acquire more advanced technology, implement more effective procedures and provide better care than they ever could alone.
The campaign increased Covenant Health's awareness to over 80% and took correct identification as a multi-hospital system from virtually none to 43%. Of those who can correctly identify Covenant Health as a multi-hospital system, 57% now associate it with both the highest quality care and the latest technology. Before the campaign began, there was literally no association of highest quality care or latest technology linked to the Covenant Health name.