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A smooth and thoughtful name change
After plans for the sale, for-profit conversion and subsequent name change of a 100-year-old Catholic hospital were announced, LCI set out to facilitate a smooth transition with both internal and external publics, communicating the strengths of the new owner and introducing a new logo - all in less than six weeks.
Because the hospital was deeply rooted in the community, it was important for communications efforts to acknowledge the hospital's rich history and reinforce messages of consistency. LCI developed a strategy for communicating with employees and physicians, and provided local media with background information and B-roll footage on the new owner, Community Health Systems. Working closely with hospital leaders, LCI created a logo and identity system that incorporated the hospital's cupola, a distinctive architectural element familiar to the community, and adapted it to signage throughout the campus.
Thanks to open communication and consistent messages, the hospital experienced a smooth transition into new ownership. The new logo was unveiled to positive reaction from community, employees and physicians, and local media coverage accurately reflected CHS's commitment to maintaining the tradition of quality healthcare with minimal changes. LCI has since won several awards for its development of the logo and accompanying graphic standards.
"Lovell worked closely with the hospital to understand the community's sensitivities and create a distinctive mark that has been well received by everyone. In addition to creativity, their staff brings an understanding of our strategic goals and a respect for the communities in which we operate, which is at the heart of everything CHS does."
Michael Portacci
Senior Vice President
Community Health Systems
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2021 Richard Jones Road Suite 310, Nashville TN 37215
615-297-7766 | lovcom@lovell.com
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“Lovell Communications extensive experience in the unique dynamics of healthcare mergers and acquisitions allows them to diffuse potentially negative community reactions, win approval from key audiences, and educate the public through the transition process.”
Wayne Smith
Chairman, President & CEO
Community Health Systems, Inc.
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