Navicent Health: Brand Launch Campaign
Create a personality and position for the new Navicent Health brand. We took the system through a name change in 2014, leaving consumers not knowing what to think, or how to feel about the new brand. The consumer needed to understand Navicent’s value proposition.
Kindness. Because so many health systems talk about “care” it has become cliché and carries no meaning anymore. We looked at what Navicent Health could own as a position and would have a deeper meaning and connection to the community at large. Our execution of Navicent’s new kindness positioning creates an emotional tie with our audience and let us talk about something that is even larger than the health system. It lets us talk about the people that are so important within that system.
An overwhelmingly positive response from both the community and the 7500 employees of Navicent. Employees have stated that it has given them an understanding of where they work now. It has given them a greater purpose. The community is now embracing Navicent as an integral part of the fabric in their community. They now see Navicent as a place to get genuine, compassionate care, not only the best care available. This campaign was also recognized by the AMA.