The Leading Brand Strategy Agency Dedicated to Building B2B Brands



Transforming from hospital to health system.

Background / Challenge
For nearly 60 years, Hoag Memorial Hospital Presbyterian has stood on the bluffs in Newport Beach, CA as a beacon of exceptional acute care. In the fall of 2010 a second hospital was slated to open in Irvine to complement what has become a network of seven health centers, more than 1,300 physicians, 5,000 employees and 2,000 volunteers. No longer just a hospital, Hoag’s visionary CEO and Board, decided it was time to review and align its brand with its new reality as a regional healthcare delivery network offering a broader continuum of care.

Strategic Insights
BrandingBusiness conducted research with key audiences including patients, community influencers, physicians, internal staff, executives and board members. Building upon its history of excellent patient outcomes and deep relationship with the community, the organization was seen as a trusted leader expected to provide comprehensive and evolutionary healthcare solutions. By integrating all aspects of life, health and care at the highest level, Hoag will become a vital guiding presence in the lives of its patients, people and the communities it serves.

As Hoag Hospital is now clearly much more than a single hospital, BrandingBusiness recommended a new brand strategy building on the Hoag name. The new Hoag brand identity expresses new vision and vitality of the organization, unifying its many operating business units under a master brand system, reflecting and emphasizing the continuum of care and the vital presence that Hoag brings to the community. BrandingBusiness then helped Hoag launch the evolved brand internally throughout the organization, introduce the community to the new hospital and launch a comprehensive marketing campaign introducing the new brand’s promise of distinction.


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