From a network of providers to a system of the people
Facing industry-wide challenges following the pandemic, Rochester Regional Health set out on a major transformation journey
In the wake of the pandemic, Rochester Regional Health (RRH) was experiencing challenges such as rising costs of care, provider shortages and burnout, and lack of federal funding. In addition, they needed to more fully realize the benefit of their broad portfolio by shifting away from being a set of acquired hospitals and facilities towards operating as one truly integrated health system. Under a new CEO, Rochester Regional Health sought to redefine who they aspire to be and align their operations to support their ambitions, including developing an effective, refreshed positioning for their brand as an employer and leader in their community.
To chart a unified path forward, we defined RRH’s purpose, vision, and values
RRH needed to rally 20,000+ employees across 9 hospitals and 500+ practice locations around a single aspiration to fuel their transformation and enable better patient care and outcomes. We articulated RRH’s timeless purpose to anchor them in what would remain constant during times of change, crafted an ambitious vision to inspire the workforce, and refreshed their existing values to more authentically capture who RRH must be going forward.
To introduce the purpose, vision, and values to RRH’s top 900+ leaders at a key summit, we worked with them to develop a cohesive, curated launch experience to inform leaders of the journey ahead and inspire their engagement. Following the event, 94% of leaders said they felt optimistic about the future of RRH, and 93% reported feeling inspired by the purpose and vision.
A purpose and vision film featuring different RRH locations and service lines captured how they work in service of contributing to their purpose, “Uplift Humanity through Care for Our Community.”
RRH needed a new way to tell their story and stand out from the region’s established academic medical center
The region’s academic health system centered on innovation and medical breakthroughs, resonating widely with recruits interested in progressing the field of medicine and patients seeking the most advanced treatment. RRH needed comparable, compelling reasons for recruits and patients to choose RRH.
We found that positioning as « the system of the people » was compelling to both team members and patients
Our research revealed a new category of experiential drivers to allow RRH to credibly own what it means to be a top employer and provider. While everyone valued expertise, it was important to combine it with humanity, grounded in a holistic understanding of an individual’s context and experiences. For team members, this meant being seen as whole people beyond their job roles and having their authentic selves celebrated at work. For patients, this meant experienced providers who value their patients’ knowledge of their own experiences to deliver the care they need, together.
We brought a new level of warmth and brightness to how RRH shows up in market
Building from their brand archetype, RRH’s refreshed Visual Identity is a reflection of the humanity and candidness they bring to their holistic approach to health and well-being.
RRH debuted their campaign « We’re Here for It » in a regional Super Bowl spot
We shifted brand language from the less-understood concept of “community medicine” to the accessible idea of “We’re Here for It,” emphasizing RRH’s commitment to meeting people where they are across a full spectrum of experiences.
A vibrant campaign showcased RRH’s new brand language
We equipped RRH with a robust headline library and multiple accompanying visual directions in the refreshed Visual Identity, setting the foundation for a successful campaign around « We’re Here for It. »
The brand launch took center stage at one of the region’s largest community events
Bespoke brand activations provided a sponsorship jumpstart where music, movement, and medicine meet
The refreshed RRH brand was launched with experiential activations at the high-profile Rochester International Jazz Festival, a 9-day event attended by hundreds of thousands of people from the region and beyond.
We helped RRH rethink their sponsorship to maximize their presence and reach in the community by unlocking the unique value add only RRH could provide at Jazz Fest.
Our interactive dance floor, all-aid booth, and photo spaces not only enhanced the festival experiences; they also connected common themes between jazz and medicine – from the power of listening and responding, to the movement of jazz music and the link to physical activity and health.
Our research revealed that some older attendees would stick to one venue for a half day, so this video series played between musical acts in the RRH sponsored Big Tent.
This video encouraged festivalgoers to be active and touch their toes while learning more about the RRH brand.
This video encouraged festivalgoers to be active and get up from the ground without using their hands while learning more about the RRH brand.
BrightHouse guided us through a powerful exploration of our organization’s core, helping us uncover what truly makes Rochester Regional Health unique. Together, we refined our identity and aligned around a new north star—one that reflects our values and our unwavering commitment to the health and well-being of our team members, providers, and communities.
David Simpkins
Chief Marketing & Communications Officer, Senior Vice President of Community Affairs