Well Care Community Health is a Federally Certified Health Center that offers medical, dental and behavioral health services. IronGate was tapped to lead an effort to rename and rebrand the health center. This effort required creation of an awareness campaign that educated employees, referring partners and the general public about the name change.

The challenge was to separate the health center from the county health clinic from the public’s perspective of those brands. Initiatives included offering services to a larger spectrum of patients living in the region, while challenging the status quo of this established healthcare provider. 

After conducting research that included interviews with key stakeholders, IG landed on a strategy that offered Well Care a new brand that would position their health center to compete and possibly grow in other markets. We incorporated a digital strategy with some traditional marketing applications to create a well rounded campaign. A new website and digital ad campaign utilizing video was incorporated in the effort. Research showed a broad spectrum of patient demographics and marketing tactics were appropriate to align with three customer personas.

Building a company’s image from the ground up, and changing and shaping public opinion, takes a concerted effort of time and resources. IG’s initial goal was to lay the foundation of a new name, corporate identity, tagline and a website, while maintaining trust and patient loyalty. Evidence shows patient education and acclimation to the new name is going very well. These initiatives were completed in a four month window. 

There is now a new initiative to tell Well Care’s story and convert reluctant patients into brand ambassadors. The health center is averaging 11 new patients per week — adding 44 per month. Linear and streaming services will display Well Care television commercials over 5,000 times, exposing the targeted personas to view their brand at least 16 times over the campaign duration.