Helping Hospitals Redefine Brands For New Success

LifePoint Health

LifePoint Health is a leading healthcare company with more than 65 community hospitals in 21 states across the U.S. and revenues in excess of $5.5 billion. LifePoint works with a broad array of healthcare providers across the nation, offering them unique opportunities to grow, prosper, and fulfill a mission of Making Communities Healthier. Access partnered with LifePoint during a time of explosive growth to help them seamlessly rebrand and onboard 10 newly acquired hospitals in four states during a one-year period.

Wilson Medical Center

This 294-bed facility is located in the rural community of Wilson, NC just 45 miles east of Raleigh. Fifty years after theĀ hospital was founded, Duke LifePoint acquired this community resource in order to ensure its success for the next 50 years. Access was selected to help the facility and the community identify opportunities for growth and change. Ultimately, this resulted in a new logo and a comprehensive marketing and public relations campaign to launch theĀ brand.

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The Promise of the U.P.

Imagine the challenge of taking three unique and formerly competitive community hospitals anchored along the shores of Lake Superior in Michigan’s Upper Peninsula, and creating one unified healthcare system. Access helped the LifePoint team do just that, developing new identity and naming conventions and a comprehensive marketing campaign, grounded in the culture of this fiercely independent community. We worked to craft messaging and PR to ensure a successful brand launch.

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Kentucky/Virginia

LifePoint corporate marketing and senior management at LifePoint-owned central Kentucky and Virginia hospitals tasked Access with completion of thorough market research and a comprehensive competitive analysis to inform future growth strategies and branding tactics throughout Kentucky and Virginia.

In response, Access completed a detailed online competitive review, as well as in-depth phone interviews with hospital CEOs. Armed with initial leadership feedback and a familiarity of the region’s healthcare outlook, Access followed up the executive discovery process with concentrated day-long, onsite interviews with additional hospital staff, board members, and community leaders. Our work focused on the Kentucky service territories of Bourbon Community Hospital, Bluegrass Community Hospital, Clark Regional Medical Center, and Georgetown Community Hospital, as well as the Virginia facilities of Danville Regional Medical Center and Memorial Hospital of Martinsville. Additionally, the Access team conducted a series of competitor visits to gather relevant marketing materials, document hospital signage, and collect internal messaging to further detail an exhaustive competitive analysis.

Following an extensive review of all interviews and competitor market research, Access presented a detailed analysis to LifePoint that included key takeaways, a comprehensive market analysis, and a series of suggested messaging tactics.