Changing Corporate Identity: The Case of a Regional Hospital

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Case

Reference no. 9-994-020

Subject category: Marketing

Authors: Margaret Bruce (Alliance Manchester Business School (MBS))

Published by: Harvard Business Publishing

Published in: 1994

Length: 16 pages

Data source: Field research

Topics: Communication strategy; Corporate branding; Cross functional management; Design management; Growth strategy; Hospital administration; Market research; Product positioning

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Abstract

Facing competitive pressure from local health care suppliers and a shift in patient demand, the hospital''s executive management team develops a strategic plan to reposition the hospital, including investment in new technology and upgraded facilities to attract leading- edge physicians and nursing staff. As part of this plan, they hire design consultants to create a new corporate identity for the hospital. This case examines this complex project, focusing on the relationship between marketing and design as they work through the renaming of the hospital, the creation of a new identity to satisfy the various publics served by the hospital, and implementation of a communications plan.