HealthAlliance of the Hudson Valley
Bringing together healthcare facilities with new branding and creative while maintaining reputation and trust
DESIGNING A UNIFYING BRAND FOR FIVE HOSPITALS
The communities around hospitals are fiercely loyal and resistant to change. In 2008 Go Gladys was asked to rebrand five beloved community hospitals under one umbrella, HealthAlliance of the Hudson Valley (HAHV). The logo design was created using the idea of a circle that weaves in different elements to symbolize the unifying of multiple entities. A relationship blossomed between ourselves and HealthAlliance and we were hired to begin what would become a multiphase web and ad campaign project.
USING AN EMOTIONAL STORY TO HIGHLIGHT THE EMERGENCY AND CARDIOLOGY DEPARTMENTS
One of our campaigns would focus solely on the Emergency Department of Kingston Hospital, part of HealthAlliance. Using print advertising, web, radio, commercials, billboards and bus signage, Go Gladys developed a highly emotive ad campaign for the Emergency Department, coining the phrase, “Time matters, and so do you.”
USING A SIMILAR THEME TO CAPTIVATE A DIFFERENT TARGET AUDIENCE
Each campaign execution featured a personal story of a HealthAlliance patient. This individual touch was used to add comfort and recognition. The Emergency Department commercial about Michelle and her husband Frank’s kidney failure and the ED’s lifesaving care still prompts misty eyes when shown today and was tremendously effective in raising community awareness of the unit’s presence and professionalism. Based on the success of the Time Matters campaign, we expanded its use to promote HAHV’s Cardiac Care and Chest Pain Center.
TELLING A NEW SUCCESS STORY: JOINT REPLACEMENT AND ORTHOPEDIC SPECIALTIES
HAHV wanted the public to understand that their Center for Orthopedic Specialties can provide state-of-the-art joint replacement services for patients throughout the region. The use of an actual patient before and after the procedure adds impact to her story. The story concludes with a call to action to visit the specific HAHV campus and their website. Using real – and locally-based – patients makes compelling video and backs up the tagline “Exceptional Healthcare Close to Home.
COMMUNICATING CHANGES IN HEALTHCARE TO A WIDE AUDIENCE
When HealthAlliance of the Hudson Valley was facing possible integration with another major healthcare provider and the beginning of the Affordable Care Act, they wanted to communicate their internal capabilities, the strengths of their hospitals and internal departments. They asked Go Gladys to design engaging infographics to make these stories come to life. The original PowerPoint led to a patient brochure and a print advertising campaign which were both successful and memorable.
BRAND ENHANCEMENT PROMOTING STAFF AS PROVIDERS AND COMMUNITY MEMBERS
HealthAlliance of the Hudson Valley wanted a print campaign to introduce some of their employees to the wider community, not just by their job description, but also as well rounded human beings. The campaign introduced and individual by their job title, by their avocation, and by the HAHV campus where they work. It helps put a name to a face, and to understand that HAHV staff are also neighbors. The campaign visualized the person in each role and was both fascinating and very popular with staff and the public alike.
