Define Brand and Identity


Each year, the hospital sector faces increasingly constrained resources, with higher and higher expectations from the public. In this challenging environment, individual hospital systems struggle to attract funders, physicians, and staff. One hospital system sought insight into these audiences, so that it could better position itself and shine-light on its differentiating competencies.

MacPhie designed and executed a process, including qualitative and quantitative market research, key stakeholder interviewing, analysis of internal competencies and external factors, in order to define and bring to life the hospital system’s brand.