GIA 2008 Excellence Winner

Premier Performance – Marketing

Ohio State University Medical Center

Changing the Face of Medicine...One Person at a Time

During the past few years, Ohio State University Medical Center has focused on developing its culture and identifying its mission, vision, and values, leading to its first unified strategic plan. After a business strategy was outlined, a brand strategy and brand identity was developed to support the strategy. With a brand strategy focused on "personalized health care," the marketing staff organized a 24-hour event to allow faculty and staff to participate based on their own individual schedules. The concept of personalization was carried throughout all elements of the internal launch, coupling education with celebration to create excitement and buzz about the branding effort.

Goals:

• Energize, educate, and rally faculty and staff around the concept of personalized health care as a differential for Ohio State University Medical Center in fulfilling it smission and introduce the new brand identity.
• Generate discussion, ideas, anda ction to operationalize the brand throughout Ohio State University Medical Center.
• Provide tools to encourage collaboration, tell the story, and ensure consistency.
• Create brand ambassadors.

Results:

• Overall attendance at the event exceeded 6,000 individuals (almost half of the faculty/staff).
• Thirty-five launch kits were delivered to offsite locations – reaching 950 employees.
• Brand Source stats for the first three weeks after launch: 4,283 logins; 17,524 hits; 591 files downloaded; and 1,663 hits to the dynamic templates.

Read the full narrative (Word document)

Contact: Sue Jablonski, sue.jablonski@osumc.edu

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