CaseStudy: Branding Campaign Provides Umbrella Image for 90-Plus Facilities

When a well-known Catholic hospital system changes its name, the community automatically assumes that it's been bought out, some services may be eliminated, some employees may be fired and its religious heritage will be lost. Although none of these scenarios applied to the 90-plus, primarily Catholic-owned facilities in South Dakota that adopted a new umbrella name, Avera Health, the branding effort had to be done sensitively and strategically.