nov re-acquainting with atlantic health 2016 · branding, marketing and creative chops, this launch...

NOV 2016 Re-acquainting with Atlantic Health

I. Trajectory Benefit to Atlantic Health

II. Client Sampler

III. Quick Observation

IV. Our Ask

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Our History with Atantic Health…

> entrusted with corporate brand by Board, Senior Leadership

> 2007 system-wide rebranding

> vision to not only transform, but to out-perform (leading to The Passion To Lead)

> providing more visibility to hospitals, to convey breadth and build portfolio reputation

> 2007 system-wide rebranding

Trajectory Benefit

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Why: Stronger growth trajectory

Healthcare, Wellness, Personal Care

What: Seamless brand experience (Ongoing Relationship Beyond Individual Transaction)

How: M-Factors playbook

Where:

launch, energize, rebrandWhen:

Our Contribution

Trajectory Benefit

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EmotionaEmotiona

Reading Health Logo Revise

October 25, 2016

READING HEALTH S Y S T E M

Exemplary Clients

Trajectory Benefit

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> Health Systems

> Hospitals

> Physician Groups

> CIN’s

> PCMH

> Home Care

> Specialty Hospitals

> Wellness Centers

>

> Bariatric

> Cardiac

> Diabetes

> Dialysis

> Emergency

> Home Care

> Oncology

> Orthopedics

Neuroscience

> Rehabilitation

> Women’s Services

ENTITIES

> Leadership

> Board

> Donors

> Employees

> Employers

> Foundation

> Patients

> Communities

> Physician Groups

> Non-Medical Staff

> Payers

> Organization/Service Line Brand Strategy: platform, architecture, naming, messaging

> Design: logos, ID design,

collateral, websites, microsites

> Marketing/Media Plans

> Marketing Programs: advertising, DM, digital, video,

mobile, social, virtual reality

> Internal Engagement

> Physician Recruitment

SERVICE LINES AUDIENCES ENGAGEMENTS

Healthcare Continuum Experience

Trajectory Benefit

Client Sampler

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A to Z Marketing Plan & Campaign:> traditional> digital> video> social> virtual reality

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READING HEALTHPLEXFOR ADVANCED SURGICAL & PATIENT CARE




Discover more value at ReadingHealthPlexReasonsAtoZ.com

Changing the healthcare landscape.With Reading HealthPlex for Advanced Surgical & Patient Care, our vision is now reality. This new surgical and patient care facility reimagines what it means to transform healthcare for our community. From expansion of our record-breaking Emergency and Trauma Centers to design of the most state-of-the-art surgical suites, you’ll experience incomparable value – in ways big and small, from A to Z.

AtoZALL THE REASONS FROM

V ISION.

READING HEALTHPLEX FOR ADVANCED SURGICAL & PATIENT CARE

A to Z

SEVENTH AVENUE PROJECT

Patients and families are at the heart of our new design.From 150 new all-private patient rooms with dedicated family spaces to the state’s largest Green Roof with walking paths, we reimagined the way we care for patients and their families. Because providing an exceptional experience in a comfortable environment is vital to quality recovery and clinical outcomes. We planned for both.

That’s value you’ll appreciate in ways big and small, from A to Z.






REIMAGINED.Moving lives and outcomes forward.When we’re recognized by industry experts as a Top Performer on Key Quality Measures for Surgical Care, we’re proud. But when we receive the same recognition from the patients whose lives we’ve transformed, we’re moved. And our new state-of-the-art surgical and patient care facility provides the foundation for delivering quality care, innovative options and unrivaled results.

That’s value you can measure in ways big and small, from A to Z.






ACCOMPLISHED.

A to Z

SEVENTH AVENUE PROJECT





Leading the way with award-winning surgery.Our expert team of da Vinci® trained surgeons lead the region in minimally-invasive cardiothoracic procedures. And collaboration in our new state-of-the-art hybrid operating suites means quicker recoveries, lower readmissions and top-quality outcomes. We’re proud to be recognized with the Cardiac Surgery Excellence Award.

That’s value you can count on in ways big and small, from A to Z.


CARDIOTHORACIC.


Proud to Achieve Magnet® Designation.Reading Hospital is proud to join an elite group of 441 hospitals worldwide and 27 Pennsylvania hospitals with Magnet® recognition. This prestigious distinction for nursing excellence and quality patient outcomes represents the work of our entire healthcare team – embodied in the new Reading HealthPlex for Advanced Surgical & Patient Care.

That’s value that sets the standard, in ways big and small, from A to Z.


EXCELLENCE.


The Magnet Recognition Program®, ANCC Magnet Recognition®, and Magnet® names and logos are registered trademarks of the American Nurses Credentialing Center. Journey to Magnet Excellence® and National Magnet Conference® are also trademarks of the American Nurses Credentialing Center. All rights reserved.

Accelerating change for how care is delivered.Our new facility offers 476,000 square feet of game-changing innovations, top clinical outcomes and an unmatched patient experience. It’s not only the most advanced surgical and patient care destination in the region, but a destination for comprehensive care on your road to recovery. We’re setting a new standard to advance health and transform lives.

That’s value that will move you in ways big and small, from A to Z.






CATALYST.Attracting the best talent there is.Our groundbreaking surgical and patient care facility is built to provide incomparable tools, game-changing technology and easy access for those we serve. The result: It’s a magnet for the best. Attracting patients looking for unmatched surgical skill, as well as the most skilled talent looking for unmatched opportunities.

That’s value that pulls you in, in ways big and small, from A to Z.






MAGNETIC.



For more information, or to take a virtual tour, visit RHVRexperience.com

5-Star Recipient for Total Knee and Hip Replacement.Reading Health is proud to be a Healthgrades® Five-Star recipient for our performance in Total Knee and Hip Replacement. This national recognition for quality patient care and top clinical outcomes demonstrates our dedication to providing world-class orthopedic care and surgical excellence.

That’s value that shines through in ways big and small, from A to Z.


STELLAR.


Goal: Dimension what value (by way of new Reading HealthPlex) means to a proactive, health-shopping consumer who is paying more for their healthcare.

Microsite

Print

Virtual Reality

Environment Digital

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Social Media



The Trajectory team would be extremely valuable to any organization. I would without reservation, recommend them to

an organization desiring a creative, innovative branding and marketing partner that works tirelessly for the success of the client.

— Reading Health System Marketing Director

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New Brand Launch:> vision> positioning> messaging> go-to-market plan> print> website> video > social

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Goal: Launch mass-market clinical skincare brand Aquation to both consumers and dermatologists.

Platforms > Facebook, Twitter, Instagram

Monthly Services > Dynamic content tailored to audience

> Monitor brand buzz

> Create monthly contests to drive social engagement

> Monitor and repost UGC

> Comprehensive reporting, recommendations

Frequency of Posts > Facebook (4-5/week), Twitter (3-5/day),

Instagram (2/day)

Results > Facebook (following +541%, reach/impressions +7033%)

> Twitter (following +198%, reach/impressions +120%)

> Instagram (following +245%, reach/impressions – organic 8.5k, paid 167k)

Social

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Social Content by Channel

REAL TIME – REAL LIFE g TEXT BASED

FEED LINKS TO LANDING PAGES, BLOG & VIDEO CONTENT

RETWEET ANY MAJOR NEWS OR EXCITING COVERAGE ON BRAND

ADOPT MORE OF EDITORIAL FEEL g OKAY TO INCORPORATE MORE OF MARKETING AND BRAND IMAGES

EASILY HIGHLIGHT AND FEATURE SHOPPABLE VIDEO’S TO MAXIMIZE ENGAGEMENT g USP OF OUR BRAND

LIMIT HASHTAG USAGE

EDITORIAL FEEL – MORE OF A CURRATED LOOK INTO TAG LIFE

SIGNIFICANTLY CUT COPY g EMBRACE AUTHENTICITY

CAPITALIZE ON UGC g USE HASHTAGS TO ADVANTAGE TO CURRATE CONTENT THAT WE CAN THEN REPURPOSE

LIMIT HASHTAG USAGE

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Trajectory has been an invaluable partner in getting Aquation to market. In fact, they’re really an extension of our team. Beyond their branding, marketing and creative chops, this launch required tight

collaboration, strong management, keen problem-solving skills and a positive get-it-done attitude. In sum, we love their energy, focus and

passion for our business.

— Aquation Director of Marketing

Lee Health (logo and tagline)

need to change back-ground that fits this

also need to float cou-ple of pages of work after this page. Similar to RHS, lead with Goal statement.

Rebranding For A Healthier Future:> research> strategy (brand platform, brand architecture, naming, tagline, messaging…) > design (logo, ID system, collateral, brand book, guidelines…)> internal launch (plan, implementation)> external launch (traditional, digital social, experiential)

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Goal: rebrand and relaunch organization concurrent with 100th anniversary, as it transforms its approach from episodic health care to proactively helping people to live healthier lives.

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Approved__________________________________ Date____________________

Doctors.Nurses.

Employees.Patients.Families.

Neighbors.Businesses.

Communities.

EVERYONE.On October 5th, we’ll all

JOIN IN.

Lee Memorial Health System

Energized.Engaged.

Encouraged.Intrigued.

Empowered.Excited.

Enthused.Involved.

INSPIRED.On October 5th, we’ll all

JOIN IN.


Approved__________________________________ Date____________________

Approved__________________________________ Date____________________

Care.Patience.Wellness.Transform.Strength.

Team.Collaboration.

Nurture.

TOTAL HEALTH.On October 5th, it all comes together.

JOIN IN.


Today, we renew this commitment with a new name: Lee Memorial Health System is now Lee Health.

Visit LeeHealth.org.

100 years ago, we

JOINEDHEALTH

with the community.

Lee Memorial Health System is now Lee Health.


A lot has changed since we

with the community a century ago.Including our name.

JOINEDHEALTH

With a new name and a strong commitment to even deeper connections.

Lee Memorial Health System is now Lee Health.


How do you celebrate 100 years

with the people of Southwest Florida?

JOINEDHEALTH

We see the future of health care — and it’s brighter, better, healthier. It’s a place we want to go, together, with the entire Southwest Florida community. Our care extends beyond hospitals and state-of-the-art technology and into the community. That’s where our dedicated health care professionals are partnering with businesses, community groups and individuals to encourage everyone to participate more fully in their own health care journey.

LeeHealth.org

Innovators, Collaborators, Motivators

for the Future.

JOINEDHEALTH

JOINEDHEALTH

Neighbors, Colleagues, Family

with the Community.

We all share something important — a totalcommitment to the health and well-being of everyone in the Southwest Florida community. Whatever the need, we partner with you to offer a range of services that extend beyond hospital stays. Our goal is to help you keep your body healthy, your approach positive and your future bright.

LeeHealth.org

Healthy is a mindset, a point of view — a passionate approach with the concept of wellness at its core. It’s about adopting a healthy lifestyle and taking ownership of your own health care journey. By partnering with other health care providers, businesses, community groups, family and friends, we’re working toward the shared goal of total health and wellness for everyone in the Southwest Florida community.

LeeHealth.org

Preventive, Proactive, Partners

for Total Health and Wellness.

JOINEDHEALTH

The transition to our new brand during our 100th anniversary positions us for the future in

encouraging and supporting health and wellness to the community we serve. Trajectory’s partnership

and collaborative team was essential.

“– Lee Health Chief Strategy OfficerOfficer ”

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Atlantic Health: An Observation

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Trusted Network of Caring™

While we don’t know your specific strategies, we can make a high-level initial observation about your overarching promise of Trusted Network of Caring.™

> you say it, likely deliver it, but don’t “own” it

> it doesn’t weave its way throughout your online experience

> it’s an important tangible and physical benefit that can create the intangible and emotional benefit that creates commitment

Again, we’re on the outside looking in, but important for you to know that we have a point-of-view.

Our Ask

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Give Us 45 Minutes

> We know Atlantic Health…

> your consumer (beyond patient),

> your category,

> its challenges,

> its opportunities,

> But we also view you and your consumer through a wider consumer product lens.

> We’re also 3.2 miles down the road; and faster, more responsive, more efficient and overall life simplifying!

As our testimonials on the following page attest to, we can provide the strategic rigor and creative expression to complement your existing agencies.

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“ Thank you for Trajectory’s splendid work. You have done an outstanding job blending respect for the past with gentle nudging of inherently sensible and winning ideas. Our brand is an emotional lightning rod for a lot of folks, and you navigate it extraordinarily well.”

– Chairman Of The Board

“ In my 25 years of healthcare marketing, I’ve never witnessed a better orchestration of staff and outside resources to reach an organization’s ambitious goals.Trajectory has been an outstanding partner to Orlando Health, and an enormous contributor to our resounding success. Over two years, they’ve worked hand-in-hand with our leaders and teams — on branding and marketing — and never missed a beat.”

– VP, Strategic Communications & Marketing

“ We engaged Trajectory for a system-wide rebranding. All along the way, they’ve exhibited great expertise, creativity, passion and dedication. They’ve opened the eyes of leadership, garnered Board support, engaged physicians and our nearly 9000 employees.”

– Chief Administrative Officer

“ The transition to our new brand during our 100th anniversary positions us for the future in encouraging and supporting health and wellness to the community we serve. Trajectory’s partnership and collaborative team was essential in this activity.”

– Chief Strategy Officer

“ Trajectory excels in brand building. From shaping and guiding our brand launch through to our external brand and service line campaigns, they’ve done a great job of clarifying what makes our organization special to our Central NJ communities. And they’ve done this in a way that has brought all of us closer in our mission. They are a very professional, insightful and creative group.” – CEO

20 Community Place, Suite 100 Morristown, New Jersey 07960 www.trajectory4brands.com

973-292-1400

A certified State of New Jersey Women’s Business Enterprise

Our Name Says It All

nov re-acquainting with atlantic health 2016 · branding, marketing and creative chops, this launch...

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