SmithGifford has launched a new corporate branding campaign for Inova Health System that was designed to define and communicate the organization’s vision for the next three to five years. That vision is personalized patient care, which focuses on their needs now and into the future.
“This was a great project for us because it draws upon our depth in healthcare and consumer marketing,” said Karen Riordan, president of SmithGifford. “While Inova itself is very well known in the region, our job was to articulate the new vision and future focus, ultimately driving awareness and preference for Inova.”
Specifically, SmithGifford developed a brand position that resulted in a new tagline --“Join the Future of Health.” From there, the agency created a 30-second TV spot and radio campaign which is currently airing on stations in the DC region; a print ad that will appear in Newsweek, Time, Sports Illustrated, The Week, Washington Life, Washingtonian and the Wall Street Journal.
All campaign elements communicate and illustrate Inova’s expertise in predictive medicine, addressing the needs of its patients now and forecasting it for the future.
This campaign is part of a larger communications initiative tied to Inova’s vision 2015 strategic plan.
The agency also created communications plans for the roll-out of new medical record and integrated health system, EpicCare. “We are so excited to be part of this,” added Riordan. “Inova is focused on making the patient experience as great as it can be with a high tech system delivering high touch service. It’s about individualized medicine for the region's customers. That’s definitely on the cutting edge.”