Community Update - Brand Discovery Process

GOLD BEACH, OR Sept. 26, 2016 - Branding is one of the most important aspects of any successful business, and one of the least understood. Branding isn't just your logo, website and promotional materials - though these are important communication tools.

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In simple terms, branding defines the promise and value of the organization to the consumer. Branding is your unique identity, informing consumers what you care about. It also helps shape the products and services you offer, and is a key success factor for organizations in meeting long-term goals.

Aspects of branding include learning about consumer wants, needs, feelings and impressions of an organization, and why people choose it. Analyzing this type of information is very useful. It helps you see the big picture of how your business is perceived - a snapshot of the trust, recognition, support and value you offer in the minds of your customers.

The Curry Health Network (CHN) Board of Directors recently approved a "discovery process" with an established branding firm named Monigle Associates. The key goal of this work is to gain deep and meaningful data, gathered directly from the source, about perceptions of CHN.

This work is an investment that will provide valuable insights about our opportunities moving forward, based on consumer research tailored specifically about CHN. Together with the board of directors, we'll use this information to consider a multi-phase rebranding process for Curry Health Network.

The Monigle group, a Colorado-based brand solutions company specializing in healthcare, will deliver an organizational assessment based on their research findings from small group personal interviews, and both online and telephone surveys.

You may wonder why CHN would even consider rebranding, given the potential costs and disparity of opinions and inputs. While I don't have all the answers today, my sense is that a rebranding effort has potential to strongly position CHN toward a new vision for the future.

We're in a consumer-driven era of healthcare, with more focus on customers than ever before. Understanding our patients' motivations helps us keep pace with their preferences and expectations - a difference in thinking that educates and unifies us, and helps us focus.

There are many layers to gathering and assessing consumer survey information, and my sense is that the timing is right. We're on the brink of opening our new hospital, and while there are challenges ahead, I believe it's in our best interest to explore ideas to continually improve and innovate.

The CHN board created a bold vision: To Be the Region's Premier Rural Healthcare System. We have the opportunity to transform ourselves from the inside out, and rise to the challenge

Please help us by participating in interviews, online and phone surveys or focus groups if you are randomly requested. Be open with your opinions, including any concerns you may have. CHN will be inviting area residents to the online survey hosted by Monigle Associates, separate from CHN. Monigle will also, as an augment and a control, conduct telephone surveys using an independent, non-CHN database. The information you provide, including your name, is completely confidential.

One final thought: Curry Health Network has a long and strong history of caring for our rural communities. We are very proud of that history. The insights from this project will help us build a bridge from CHN's current reality to our vision, and help us assess how to better connect with our patients and families.