Case Study
Sanford Health: Improving the Human Condition
Television
The Challenge
Accepting the largest single gift ever given to a hospital, $400 million, the CEO of Sioux Valley Health System, Kelby Krabbenhoft, said, "This is an opportunity that comes once in a hundred lifetimes, if at all." But before this gift could be announced, a secret rebranding campaign needed to take place.The Solution
With such a monumental gift in the works, Sioux Valley wanted a monumental name change to go with. L&S conducted research that showed a high level of recognition and loyalty to the existing name. Using those results, Lawrence & Schiller was able to evolve the brand identity tactfully, converting loyal stakeholders to embrace the Sanford brand.A fully integrated campaign followed. "The Gift," as the donation came to be known, was the heart of the campaign to highlight the broad-reaching initiatives of the newly-named Sanford Health.
L&S and Sanford also ensured that people not only knew the brand was changing, but understood why. A press conference was held with over 2,500 Sioux Valley executives, employees and dignitaries focusing on how "The Gift" impacted each of them, the community, the region and the country.
The Success
Within one week of the announcement, the new brand dominated the news cycle and media and was quickly accepted into the everyday conversations of the region.Within days of the announcement, Sanford was receiving inquiries from around the country from other healthcare organizations, jumpstarting their new goals and vision. "The Gift" campaign went on to win several awards as well.
Learn More About Healthcare Marketing
- Clients in the Healthcare industry
- Request More Information about Healthcare marketing