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Posted on 02.03.2011

Branding, Marketing and PR Improves Top-of-Mind Awareness

Challenge TeamHealth is the nation’s leading provider of hospital-based clinical outsourcing of emergency medicine, hospital medicine, radiology, teleradiology, urgent care and pediatric staffing and management services.  TeamHealth engaged Lovell for guidance on consolidating geographically disparate businesses under a single corporate brand and gaining more top-of-mind awareness with its target audiences. Strategy and Tactics After  research, which included one-on-one interviews with C-level executives at current and potential client organizations, Lovell recommended consolidating the company’s far-flung brand under one umbrella and managed the evolution of that brand consolidation through the creation of  a new logo. The research also guided and informed the development of a national advertising campaign. Additional tactics included media relations, strategic networking, collateral development and various online strategies  to reach  hospital CEOs, medical residents, physicians and important decision makers. Results Lovell effectively implemented  new visual branding, secured dozens of media placements in trade publications and established company executives as industry thought leaders.  We placed bylined articles and secured speaking opportunities for the company’s experts with relevant publications and professional organizations including U.S. News & World Report, Fortune, BusinessWeek, HealthLeaders, hfm, Hospitals & Health Networks, Patient Safety & Quality Healthcare, Resident & Staff Physician and the American College of Healthcare Executives (ACHE), among others.

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