Case Study

University of Rochester Medical Center

URMC/Strong Health is the largest health system in Rochester, New York. It includes a network of doctors and other health professionals, a medical school, a dental school, a nursing school, hospitals, research centers, clinics and other health products and services. We were asked to help this health system rethink their brand positioning and architecture in light of increased regional competition and help balance their national identity targeted at physicians, researchers and medical students with regional identity targeted at patients. We conducted customer research to identify reactions to different brand benefits, positions, naming conventions and architectures, identified the organizational entities and levels of service at which branding makes the most sense to customers, made specific recommendations based upon these insights, also identified new product/service areas that this health system could “own” in its customers’ minds.