Even the experts will admit that marketing and publicizing a company's “rebranding” doesn't always make for a scintillating story.
That can be especially true in healthcare when a system makeover is often the result of a merger or acquisition. But that wasn't the case at North Shore-Long Island Jewish Health System in New York. Leaders there and at ad agency J. Walter Thompson had a different mission in mind when the system relaunched as Northwell Health.
“North Shore-LIJ was encumbered by a name that most consumers couldn't say, and they really didn't understand the breadth and depth of what we did,” said Northwell Chief Marketing Officer Ramon Soto. The system's growth into 21 hospitals, 61,000 employees, 15,000 nurses, 13,000 physicians and 2,700 medical researchers had spread its reach far beyond the north shore of Long Island—its original home base.