Hospital rebranding. Medical Center Business.
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.
Hospital rebranding 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.
Hospital Rebranding. 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 market space.
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. There was a need for a complete hospital rebranding effort.
The Challenges in Hospital Rebranding
This was a complicated case. As a result, It involved a host of decision makers and influencers from primary care and referring physicians. Including case workers and family members.
The Stealing Share Behavioral Modeling process. We illuminate the key motivators and belief systems that influence choice. And, to understand behavior we look at it graphically.
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.
The new tag line brought brand clarity and increased preference.
Main Line Health currently owns Bryn Mawr Rehab Hospital