When it was time for DeKalb Medical to reintroduce itself to the community, the three-hospital system, serving 500,000 patients annually, turned to Lenz.
Lenz led a re-branding effort that included a new hospital name, logo, tagline, and graphic identity––and partnered with Milwaukee-based agency BVK to develop an advertising campaign that spanned TV, radio, print, outdoor, and online.
To capitalize on the hospital’s newly improved and strengthened services, Lenz recommended signaling a new era by dropping “Center” from its former name, “DeKalb Medical Center.” The hospital can now more clearly communicate its three-campus system, consisting of DeKalb Medical at North Decatur, DeKalb Medical at Hillandale, and DeKalb Medical at Downtown Decatur.
The “Pushing Beyond” theme was developed in response to DeKalb Medical’s self-described dissatisfaction with the status quo in healthcare. “Our culture as an organization is to stretch further and address the broader issues patients and families with illness face, and to do whatever it takes to help,” said DeKalb Medical president and CEO Eric Norwood.
Cheryl Iverson, vice president of business development and marketing at DeKalb Medical, expressed gratitude for Lenz’s work. “We’ve been thrilled to find and work with Lenz, which is right here in our own community. Their approach to helping us launch the name, logo, and campaign, actually personified the ‘Pushing Beyond’ attitude we’re communicating. It’s been a great partnership.”
Opportunity: Reintroduce DeKalb Medical to the community and strengthen its position as the community's provider of top-notch medical services.
Lenz plan: Rebranding effort to improve public perception and drive consumer choice by launching “Pushing Beyond” campaign.
Results: Increased reputation and market share for targeted services.