When three major New Jersey hospitals merged, the combined entity, CarePoint Health, needed to convert a strong financial proposition and an innovative approach to healthcare delivery into a compelling benefit for patients, caregivers and communities.
Research revealed that patients were frustrated by the growing complexity of the healthcare system. To stand apart from world-renowned competitors in the crowded New York regional marketplace, CarePoint Health needed to be an indispensable option for everyday care. The CarePoint Health brand is built around the concept of putting the patient squarely at the center of a comprehensive continuum of care. It demonstrates how the CarePoint Health model benefits patients as well as caregivers, who are now able to focus on the hands-on, holistic care they’ve always wanted to deliver.
The new brand was a catalyst for the successful integration of the three hospitals into a single regional system. A synchronized marketing program, incorporating print, digital and outdoor advertising, built awareness of the new brand among all key audiences. Following an internal rollout and engagement programs, employees at the three hospitals quickly began to live the new brand, resulting in a measurable increase in patient satisfaction and overall quality. Having successfully communicated the value of its new approach to healthcare, CarePoint Health was able to attract patients as well as leading physician groups to its model.
CarePoint’s brand is built on 360 degrees of coordinated care
Three independent hospitals were combined to form one integrated healthcare system
Number of physicians who joined CarePoint following brand launch