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NORTH COUNTRY HEALTHCARE
North Country Healthcare became one of the largest health care organizations in northern New Hampshire when it merged its network of four critical access hospitals and home health and hospice under one name in 2017. This presented a challenge: creating an authentic yet forward-thinking brand.
As experienced healthcare marketers, we were charged with developing the new brand. Extensive research gave us deep a understanding of NCH’s culture, values, and rural landscape. Interviews with the hospitals’ leadership, staff, patients, and community leaders shaped the branding process.
The resulting brand identity balances NCH’s roots with an innovative spirit. A new logo, tagline, visual identity, and “We Are” positioning capture the organization’s essence. The brand strategy communicates NCH’s value proposition and emphasizes measuring it’s success.
It’s critical how you first introduce your audience to your new business or rebrand. Tell them who’s behind it, exactly what it does and how it is unique. Share its core values and what you have to offer..
Brand awareness increased by 37% .
Recall of NCH advertising increased by 36%.
NCH’s raised their net promoter score (NPS) by 28.5 points.
“Second only to people, your brand is the best investment an organization can make.”
– JAMES A. PATRY, MBA, MS Vice President, North Country Healthcare