Rebranding a Hospital
By Tom Dougherty
Bryn Mawr Rehab Hospital: Providing the Latest in Physical Medicine and Rehabilitation. Bryn Mawr Rehab Hospital is a center of excellence for rehabilitation care and a pioneer and leader in the field of physical medicine and rehabilitation. Rebranding a hospital is not easy work.
Located in Malvern, PA, Bryn Mawr Rehab Hospital (BMR) is an acute rehabilitation hospital specializing in a variety of innovative programs and services for people with physical and cognitive disabilities and injuries.
About Bryn Mawr
Treatment teams provide individualized programs for patients with conditions such as brain injury, stroke, spinal cord disorders, orthopedic injuries and post-surgical rehabilitation, multiple sclerosis, amputations, arthritis, Parkinson’s disease and chronic pain. Our goal was to help this great medical center compete for the trust of patients in an highly competitive marketspace.
Located quite a distance from downtown Philadelphia, BMR sits on a tranquil and serene campus, but it is on no public transportation route and allows limited access to city residents who often do not own an automobile. The market is crowded and Philadelphia is blessed with many terrific choices and world class rehab hospitals, of which BMR is counted.
The Challenges in Rebranding a Hospital
This was a complicated case as it involved a host of decision makers and influencers from primary care and referring physicians to case workers and family members.
To better understand this decision process we analyzed the market in-depth and developed decision trees to help graphically pinpoint brand preference opportunities. The Stealing Share Behavioral Modeling process is designed to illuminate the key motivators and belief systems that influence choice. It is used to graphically provide a scaffolding to understand behavior. The results are also used in the quantitative research that we commission to identify and quantify the emotional triggers and switching behaviors.
The Work and Brand Architecture
The final recommendations and positions helped define the brand from the patients perspective.
Bryn Mawr is now owned and opperated by Main Line Health