“Interval was instrumental in helping us create a new brand identity that truly captures our vision for the organization,” said Canvas Health CEO Mark Kuppe. “Their experience in healthcare branding was crucial to landing on a strong identity, saving us time and pain, and their collaborative approach allowed us to truly engage our organization throughout the process.”

“Mark and his team were amazing to work with,” said Interval President Chris Bevolo. “It’s often hard for leaders to come to grips with some of the realities of brand identity, such as trying not to describe your services literally in a name, or the difficulty in finding a name that’s available. While Mark and his team stayed grounded in these realities, they did not let go of the passion and vision. The new name of Canvas Health – along with the identity and website – truly reflects the organization’s mission to help others and change lives.”

The new Canvas Health home page

Original HSI brand identity and website

“As we thought about what patients go through with cancer, time after time they face new challenges and questions, going back to even before a diagnosis is made,” said Interval creative director Adam Meyer. “A lump in the breast, an inconclusive mammogram, a diagnosis of cancer, the need for chemotherapy, even with remission, there’s the feeling of facing something new, scary and unknown, leading to the inevitable question of ‘Now what do I do?’ The team at Allegiance Health wanted to show they understood that mindset, and that they would be there with the patient every step of the way to offer physical, mental, emotional and spiritual support.”

The illustrative style was used to help demonstrate the journey patients face, and to help the campaign stand out in the market. The campaign features traditional advertising and a special presence on the organization’s website. Future components will include videos from clinicians answering questions (e.g. “I found a lump on my neck. Now what?”), social media engagement, and more.

“The key to connecting with the consumer audience is to deliver a relevant message,” said Chris Bevolo, president of Interval. “While the advertising does contain content espousing the clinical excellence and superior patient experience at the new Cancer Center, it starts by connecting with the audience where they are, struggling with the continual unknowns following a cancer diagnosis.”

The campaign launched in September with the opening of the new Cancer Center, so initial results are primarily anecdotal. But so far the feedback has been very positive from the community.

“The best part is hearing from those who have dealt with cancer,” says Allegiance Health director of marketing Suzy Turpel. “They’re telling us the campaign really captures what it’s like to face cancer.”

“We’re positioned as a leader in handling the most difficult orthopedic cases in the Twin Cities, including joint replacement surgeries such as those involving revisions or infection,” said Tom Hayes, Director of Public Relations and Marketing at HCMC. “In many instances, orthopedists at other organizations may not feel comfortable handling these cases. This site offers our expertise to our fellow physicians, so they can learn from our experience or seek help from our physicians.”

The site, which launched in November, includes tips on what to consider for different types of complex joint replacement surgeries, sample cases, photos and videos and more. According to Chris Bevolo, president of Interval, the mobile site was a natural way to provide expert content to physician audiences.

“More and more physicians are relying on smart phones to help them access clinical data and resources, and the key is targeting the right physician audience with the right content,” said Bevolo. “For orthopedists, accessing expert content on complex joint replacement cases from a recognized resource wherever and whenever they have questions makes a mobile-enhanced website the perfect communications tool. For HCMC, this is an extension of their position as an expert in this area, which should help further build their brand and lead to additional referrals.”

If you’d like to attend Branding at the Bar at the SHSMD conference, or need any other information on the event, email Jackie Ritacco at Jackie@ThinkInterval.com.

Looking forward to seeing you there!

• why wellness is a smart way to connect with consumers
• how to package wellness offerings into a compelling program
• how to engage consumers with wellness content such as videos, blogs and online tools
• how to measure the impact of campaigns built on wellness

For more information or to register for the conference, visit the SHSMD website.

The article featured an interview with Interval president Chris Bevolo, and highlighted the goals, challenges, approaches and levels of success for the two campaigns.