CASE STUDY:

The Toledo Clinic - Although The Toledo Clinic was an established, century old healthcare provider, the Clinic's brand identity had never been given the attention it deserved. Instead it was unrecognized in a market saturated by two large health system entities.

CHALLENGE: With 185 independent physicians and healthcare professionals in 40 specialty areas and in different 60 locations, the challenge was to adopt a more strategic approach to defining and unifying the brand and to better communicate the brand out into the market in order to increase market share and create brand advocates.

SOLUTION: Bringing together physicians, patients, employees and suppliers, Thread conducted in person, online and phone research to uncover the Clinic’s truly unique position as the area’s only independently owned, physician led, high quality, low cost provider of healthcare. An organization that can not only spend more time with patients, treating them as individuals rather than as numbers due to its non-systematized approach, but can also provide them with a voice and a choice in how they receive care. To explain their position to the community, Thread developed a powerful tagline that put the choice back in the hands of the patient and provided a positive payoff ––“Choose Well. Feel Better.” The tagline was incorporated into a series of ads featuring both physicians and the patients they treat. brand advocates.

Throughout this process, Thread also created a new brand logo mark to represent the Clinic’s diversity and to mark its fresh approach into the next century of care. To represent each of the Clinic’s independent providers and locations, Thread created a logo mark made up of individual blocks that come together to subliminally form a “T” and “C” which was also a nod to the Clinic’s old logo mark. Prior to campaign launch, Thread developed internal communication materials to inform employees; making the concepts relevant to the front-line providers who serve as brand ambassadors by reinforcing the messaging in their day-to-day interactions.

RESULTS: Since the launch, the Clinic has received overwhelming and positive feedback from patients, physicians, employees and business leaders.

In a 2019 follow up survey for the Toledo Clinic, brand awareness of The Toledo Clinic increased from 78.26% to 100%. In addition, the awareness of multiple locations has grown three-fold.

The Toledo Clinic is now at 62 locations with 265 physicians and healthcare professionals in more than 40 different specialties.

View more case studies >