Brand Positioning | General Health

“General Health” is a generic branding for a large hospital network for whom Smarter Storytelling worked with RTi Research to develop an enterprise-wide position. The network had undergone a huge expansion, acquiring a great number of hospitals and healthcare facilities, and it need to better understand who it now was and what it needed to communicate effectively, both externally and internally.

The challenge, therefore, was to uncover a Unifying Idea for a sprawling enterprise with a variety of stakeholders both old and new.

Through extensive qualitative and quantitative research, we discovered that unlike its main competitor, General Health was viewed  as a more caring and personable network, a healthcare provider with what one might call a better bedside manner.

In addition, with its many facilities throughout the region, healthcare was literally closer-at-hand than it had ever been before.

With that in mind, we developed the Unifying Idea that General Health is “close to you.”

And this idea was something we could build upon. General Health was not only literally close to its patients in terms of miles, but also closer to them both emotionally and culturally. And due to its scale and resources, it’s also close to upcoming medical advances. Finally, “close to you” could be a rallying cry within the organization, encouraging everyone to work closely together, and to be emotionally intelligent and empathetic in the process.

“Close to you” is a big idea, one that aims at helping people lead healthier lives and enjoy close to the people who matter to them most.