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MHS:  Brand Identity & Strategic Marketing

My first role with this regional healthcare giant was to update their visual branding and apply it strategically to enhance their public persona and drive business. I finalized the new logo, developed the branding guide and directed the agency hired to produce new visual assets to support the update. I also provided project guidance across the System for brand application and accuracy as the new standards rolled out.

To promote the new branding, I wrote the first marketing strategy around it, which also targeted specific service lines that the System wanted to grow.


Results included 1-year increases of:

  • Bariatric Surgery volume:  79% over previous year

  • Ambulatory Surgery volume:  113.7% over budget projection

  • Sports Medicine patient volume:  200 visits over previous year

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