PLAN

Broadlawns Medical Center is the publicly owned county hospital in Polk County, Iowa, historically serving the indigent and uninsured segments of the market with family and primary care, emergency care and mental health services. Broadlawns selected SA to rebrand the entity including logo, tagline and brand expression.

CREATE

SA researched the perceptions of the hospital and concluded that a subtle revision to the descriptor offered significant perceptual improvement to the hospital, by referring to it as a community hospital. Assessing brand archetypes led us to Caregiver and Everyman as the blended personality of the brand led to the position, “the health of the individual is the health of the community.”

ACHIEVE

Since the launch in Q4 of 2010, community feedback has been overwhelmingly positive. Broadlawns extensively measures all aspects of their operation including progress toward key success metrics, which reflect brand perception.