Trajectory’s healthcare rebranding and marketing of this 140+ year-old organization aligns it with its strategic plan and industry direction. Important to the outcome of the assignment were important insights we learned from our extensive research both inside the organization and in its primary and secondary service areas. Key deliverables included a forward-looking brand platform, evolved organization name from The Reading Hospital to Reading Health System to provide a strong foundation upon which to build into the future and a new aspirational tagline Advancing Health. Transforming Lives – which embodies what the organization believes in and where it’s headed. Other deliverables included brand hierarchy, top-to-bottom naming and nomenclature, brand design (logo, collateral, website, signage, etc.), internal launch and implementation. We followed this with an external marketing campaign across television, print, outdoor, web and mobile. Over the course of the next 9-12 months, we continue to work side-by-side with our client to unite the organization to deliver on its new brand promises.

1. Reading Health System: Branding &
Marketing Case Study

2. Agenda
Backdrop
Assignment
Situation
Approach
Analysis
Recommendations
Implementation

3. Backdrop

4. Belief
BRAND ENERGY
• Advances customers by creating new value…
exciting, delighting, empowering, fulfilling
• Playing more meaningful role in their lives
• Beyond marketing to entire organization
CUSTOMER ENERGY
• Advanced via brand delivery beyond
competitors
• Continue to grow through brand as platform
• Carrying brand forward and taking business to
next level
Copyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.

5. Branding
Business strategy of differentiating organizations,
products and services to maximize their value and potential
by managing the tangibles and intangibles that surround
all aspects of these offerings
successfully achieved when championed by the CEO,
embraced by leadership and lived by every stakeholder!
Copyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.

6. financialExpected Return
Optimize Marketing Resources Build Service Volumes
Future Cash Flows Donor Attraction/Contribution
Bond Rating Capital Fundraising
relationship
Recruitment & Retention Build Customer Loyalty
Coherent Brand Management Attract Partners
Pride & Confidence In Future Create Strategic Leverage
internal external
Copyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.

7. Assignment

8. Future
Desired
Reading
Identity &
Market
Position
Strategy
Brand Equity
Positioning
Expression
Alignment
Management
External Marketing
Current
Reading
Today Market Position
& Image
Today 7-10 Years
Vision & Goals
Copyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.

9. Objectives
 Realize organization’s mission
 Align with strategic plan direction and industry
 Build on heritage and goodwill
 Power of 7,700 colleagues!

10. Situation

11. Health Organizational
Reform Transparency
Competing
Health
Systems
Reading
Empowered Hospital & Bottom-Up
Patients Medical Center Healthcare
Competition
With Medical
Staff
Connecting vs. New Retail
Campaigning Competitors
Copyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.

12. Implications
“Competitive Challenge” Only One Piece Of Puzzle
 critical, but only one component
Control What We Can
 can’t control outside
 can (based on SLRP) build strategic, operational, clinical, physician
and marketing alignment that delivers meaningful, differentiating,
sustainable customer experience and value back to organization
Actions Beyond Words
 beyond promoting Reading brand to delivering it
 contingent upon brilliant execution

13. Approach

14. Discovery
Category, Competition/Role Models, Communities/Patients, Business & Brand
1
Strategy
2
Platform, Positioning, Brand Architecture, Naming/Nomenclature, Messaging
Expression
3
Core/Extended Identity Design System, Communications, Experiences Primary & Secondary
Service Area
Communities, Patients
Activation Physicians
4
Internal/External Planning, Education/Training/Tools, External Launch
Management
Actionable: Internal & External, Image & Impact, Qualitative & Quantitative
5
Copyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.

15. Analysis

16. Analysis
 Competitor/Outside Category Role Model Reviews
 Internal System-Wide “Insighting” Surveys
 External Communities Quantitative Survey
 Organization/Key Service Line SWOT’s
 Brand Audit
 Identity, Design, Communications
 Process, Performance, Unity

17. Recommendations

18. Energizers
(aspirations)
Advantages
(wants)
Antes
(essentials)
Copyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.

19. Brand Energy Ladder
Essence of Reading Health System’s specialness and distinctiveness – its rallying cry, so
TAGLINE to speak.
How Reading Health System can single-mindedly stand apart from competition in the
POSITIONING minds of its communities and patients; guiding planning, marketing and communications.
Set of human characteristics that underlie Reading Health System’s voice and guide all
PERSONALITY forms of expression.
What the Reading Health System brand (functionally) does for people and the (emotional)
PROMISES feelings they should get from it. The basis for brand positioning.
Shared principles and beliefs that guide internal activities, how people will work together
VALUES and choose among competing priorities.
Starting point to create emotional connection inside and outside, through a story that is
STORY genuine, distinctive, simple and repeatable.
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20. Organization Name: Reading Health System
(from Reading Hospital)
 Breadth and depth beyond hospital.
 Leads with Reading equity.
 Health (vs. health care/”sick care”) reflects strategic, and industry,
direction.
 System suggests breadth, affiliation, linking of sites (for patient
advantage) across continuum.
 Accommodates all facilities, service lines, and future initiatives.

21. Branding System: Goals
Clarity • Reduce complexity and confusion
• Help patients navigate and choose
Synergy • Brands work together to reinforce brand and business
strategy (e.g. breadth and depth)
Leverage • Promote cost-efficient branding practices
• Exploit brands to enter new geography, introduce new
services, attract and acquire new partners, etc.
Financial • Contribute to achieving greatest return on brand
investment
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22. Branding System: Recommendation
• Signals breadth and depth as endorses with new organization name
• Simplifies patient selection by leading with facility
• Generates brand-building and marketing efficiencies
• Creates desired “system” associations (mitigates relationship
confusion)

23. Corporate/Master Brand Reading Health System
Major Gateways/ Reading Health Medical Center, Reading Health Rehabilitation
Reading Health System Hospital, Reading Health Physician Partners
Satellite Locations/ Reading Health Medical Services at Wyomissing, Spring Ridge,
Reading Health System Muhlenberg, Northern Berks
Centers/ Beginnings Maternity Center, McGlinn Family Cancer Center,
Reading Health Medical Center Marlin Miller Jr. Heart Center, Stroke Center
Medical Specialties/ Orthopedics, Women’s Health, Emergency Department, Pediatrics
RHMC or RHS
Medical Sub-Specialties or Programs/ Joint Care, Maternal-Fetal Medicine, Radiation Oncology,
Medical Specialty Behavioral Health
Non-Medical Sub-Specialties or Child Development Center, Academic Affairs, Library Services
Programs/Reading Health System
Diversified Businesses & Partner Brands/ Reading-Berks Physical Therapy, Horizon Healthcare Services,
Reading Health System StChris Care
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24. Tower Logo
Recommend refining to better project who you are, where you’re going.
 Internal qualitative discussions, little attachment to current
 External quantitative, connotes trust and longevity
 Mistake to disregard this equity
 Simplify, update, project
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26. Tagline
 Essence of organization
 Succinct
 Genuine
 Aspirational
 Story
 Nuanced
 Visionary

27. Advancing Health. Transforming Lives.
A Passion For Better Medicine Because you deserve healthcare this good.
Professional and caring personnel.
Good People. Great Medicine
The promise of medicine
Creating the future of medicine.
The caring face of healthcare in your community.
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28. Copyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.

29. Ultimately…
Communications
Advertising
Direct
Promotion
Design
Packaging
Print
Brochures
Presentations
Website
Identity Interactive
Online
Logos Signage
Content
Colors Environment
Social Media
Brand Book
Brand Book
Typestyles Vehicles
Brand Book
Brand Book
Strategies Video
Brand Book
BRAND Relationships Imagery
PLATFORM: Naming Formats
Messaging Sound
Actions
Culture
Relationships
Events
Transactions
Copyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.
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30. Implementation

31. Phases
HEAR IT LEARN IT LIVE IT
Generate excitement and Educate, inspire and mobilize: Sustain brand momentum and
anticipation for upcoming on-brand execution:
brand launch: Senior leaders energizing
all colleagues around a shared Ongoing education, recognition
future picture of success and reward programs
Senior leader briefings to prepare
for effectively championing vision
Educate all colleagues about how Tools for frontline colleagues that
for the future and key strategies
new brand direction directly build on the more consultative
relates to, and impacts, their approach to serving communities
Planning workshops with jobs and patients
cross-functional team leaders
to convey, and discuss impact Present broad plan for supporting Establish quarterly two-way
of, the brand platform and achieving master brand plan process to check progress,
communicate successes, solve
Identify and co-op select key Enable colleagues with the tools problems and sustain enthusiasm
influencers via one-on-ones to together embody the new
brand Identify and develop new tools
as required
Pre-launch Launch Post-Launch
Copyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.

36. Creative Brief
Objectives
Awareness, perception
Audiences
Internal and external (Berks and surrounding communities, M/W 25-65;
community, business, political leaders; prospective employees/affiliates)
Platform (beyond campaign)
Committed to ensuring communities thrive now and into the future –
by empowering them to live their healthiest lives.
Reason To Believe
Strong, progressive, multi-faceted health system. From “sick” care to
“health” care.
Tone of Voice
Progressive, Sophisticated, Genuine, Passionate, Approachable
Measuring Success
Internal engagement and alignment, awareness and reputation, greater
understanding/delineation of organization, increased calls/volume

37. Canvas
Internal Launch
Advertising Digital
(TV, Print, Outdoor)
Sponsorships PR
Advancing Health.
Transforming Lives.
Social Mobile
Cause Experience
Post-Launch
Momentum
Copyright ©, 2012 Trajectory LLC. Can not be reproduced or otherwise used without written permission of Trajectory.

38. Exemplary Creative