I’ve done a good deal of work in healthcare and one brand strategy challenge is working with what might be termed faith-based organizations. I’ve worked with Jews, Catholics, and Lutherans. This morning I was reading about a brand name change for Adventists (The Seventh Day Adventist Church). Park Ridge Health is taking on the name of parent AdventHealth.
The challenge is how do you turn this important value into something meaningful for patients. The Catholic Health System of Long Island and Bon Secours Charity Health System are devout. Many Catholic health orgs. do not perform abortions or treat addiction. For some that is comforting, for others not so much. Also comforting is displaying religious iconography in the halls and on the walls. But dialing up the science isn’t a bad brand value goal either.
Were I asked to help plan the name change from Park Ridge Health to AdventHealth, I’d definitely delve into the religion to see if it might offer special endemic value to the experience. Then I’d be careful as to how I served that up – if I serve it up. Religion can be a little like hospital food. It’s nourishing, but…