Practice Areas

Health

 

Cheyenne Regional Medical Center

 

Challenge

United Medical Center in Cheyenne, Wyoming completed a strategic plan and established a vision of becoming a regional medical center. Located in the state capital and the 4th largest employer in the region, the hospital attracts highly skilled professionals and has been recognized by Money magazine as a top hospital in the nation for mitral valve heart surgery. Yet the hospital’s capabilities and expertise were not well known, even in its own community, and a competitor from nearby Northern Colorado was aggressively marketing itself.

 

Solution

United Medical Center leadership engaged CRT/tanaka to help them re-energize their brand. Phase I/Research led to agreement that an entirely new brand identity was necessary for the hospital to compete. Phase II/Brand Development was a comprehensive, six-month process of defining the hospital's brand identity and developing a graphic identity and communications tools to support the brand.

 

Results

When the hospital unveiled its new identity and name -- Cheyenne Regional Medical Center -- the Cheyenne daily newspaper devoted an editorial to the name change, concluding that it was "a positive move that will benefit the community" by enabling the hospital to compete better and attract more doctors to southeastern Wyoming. Phase III/Brand Implementation is underway so that the organization "lives the brand" through integrated communications, operational efficiencies and service.