In the Shadow of Giants: Transforming the Brand of Cleveland's Other Hospital

In this session, MetroHealth System in Cleveland will share how to transform your image through solid research, and how to establish a strong brand platform that will set the stage to change perceptions. With Cleveland Clinic and University Hospitals in its "backyard,"MetroHealth is outspent significantly in marketing, web and PR. With the insights of research, a unique and believable brand platform was created to differentiate MetroHealth from its competitors and to create a new affinity among Cleveland residents for the brand. This new brand "came alive"through creating design, storytelling, new clinical programming, and new partnerships.