Intermountain Health
Research & Data Analysis • Positioning • Architecture • Customer Journey • Employee Value Proposition • Creative Briefing • Presented to Leadership • Brand Launch • Relationship Management
Challenge
Intermountain Healthcare was under ambitious new leadership who wanted the brand to lead the nation into a new era of healthcare delivery. However, their employees were feeling left behind - not all were on board with the changes required. In addition, the brand was perceived as cold and “corporate” which did not align with how Intermountain saw itself. Our job was to transform an established corporate healthcare brand into an innovative category leader - all during the tumultuous post-pandmic era.
Approach
Research with care givers, administrators, executive leadership, and patients revealed that people have deep affection for their caregivers, yet too often they brace themselves for a frustrating healthcare experience—insurance headaches, endless waits, and impersonal treatment. Caregivers however were burnt out, undervalued, grieving, and we needed them onboard. Our goal was to flip the script by elevating the role of care givers within the organization, and create a brand that embodies empathy and partnership.
Solution
A new brand idea and bold visual identity signaled a sea change for the brand, shifting the experience from Intermountain as a traditional and impersonal brand to Intermountain as a partner - viewing health as a lifelong journey and Intermountain with you at every step. Following launch, Intermountain Health saw a 3× increase in organic patient leads and 510% growth in review volume, with online ratings rising from 3.7 to 4.5 stars.
