Nemours Children’s Health in Jacksonville, Florida sought a novel approach to pediatric services. Through a rebrand and a strategic five-year plan, the health system — which has more than 70 primary, emergency, and specialty care practices in Delaware, Florida, New Jersey, and Pennsylvania — aimed to reflect the role a child’s environment plays in his overall health plays.
“The new vision would focus not only on clinical care, but also on academics, population health and health, value and equity, explaining that children’s health is influenced by so much more than just time in the doctor’s office or sadly in a hospital. said Gina Altieri, executive vice president and enterprise chief communications officer at Nemours Children’s Health.
Nemours approached TILT, a brand transformation company, to oversee the rebrand. TILT, winner of Agency of the Year at this year’s Healthcare Marketing Impact Awards, has offices in Birmingham, Michigan; Calcutta, India; and London.
Lawrence James, CEO and managing partner of TILT, noted the long-term potential of the initiative, which includes the new tagline, “Well Beyond Medicine.”
“For any brand, Fortune 500 or healthcare system, [rebranding is] A difficult decision because firstly it is a lot of work, but secondly it is a big investment in the future,” he said. “That got me excited.”
In collaboration with TILT, Nemours launched a new campaign as part of the rebrand in September 2021: “The Journey”.
“This campaign is beginning to tell the story of the journey we are on and that cannot be done with us alone. We have to do it with others,” Altieri said.
The campaign, which directed viewers, listeners and users to the Nemours website, attempted to provide a snapshot of life from a child’s perspective and demonstrate the need to be resourceful to keep pediatric patients safe and healthy. It featured a video element that won gold in the Marketing Impact Awards and print ads that won bronze. It also included digital banners, streaming audio, and paid social media.
TILT continues to work with the healthcare system to grow its brand.
“Nemours Children’s has a very long future and they are making a real difference in children’s health,” said James.
Brenda Richardson is a freelance, award-winning journalist whose work has appeared in Forbes, the Washington Post, the Chicago Tribune, and other media.
Gold award for the Nemours Children’s Health video campaign
Silver award for Nemours Children’s Health digital campaign
Bronze award for the Nemours Children’s Health print campaign