All Together Now
Lahey Clinic CASE
Background
With over 450 physicians and 4,000 nurses, therapists, and other support staff, Lahey Clinic provides healthcare in virtually every specialty and subspecialty, ranging from primary care, to cancer diagnosis and treatment, to kidney and liver transplantation. When Dr. Frank Lahey, MD founded a group practice in 1923, his vision was unique: every component of a patient’s health would be coordinated under one roof. But over time, Lahey Clinic seemed to lose prominence among key stakeholders while other healthcare systems continued to extend their reputations.
Challenge
The key to regaining its footing and re-establishing itself as a prominent and highly respected health care system, Lahey Clinic needed to avoid the communications reflex of promoting industry ratings and awards. While once renowned for innovative technology, pioneering medical treatment, and cutting-edge research, Lahey Clinic needed to evolve to compete in the world’s most competitive market. The key challenge in re-branding Lahey Clinic was to focus on their distinctive patient experience, driven by the original holistic view of Dr. Frank Lahey.
Solution
Patients of Lahey Clinic aren’t assigned one doctor, but rather, an entire team of multi-disciplinary specialists that attend to a patient’s overall health. This personalized approach provided a strong basis for developing Lahey’s new value proposition, messaging platform, and brand strategy. Protobrand developed a brand architecture that more effectively related the constituent parts of organization along with a brand roadmap to guide the effective next steps for brand delivery. Ultimately Lahey Clinic achieved a better alignment between perceptions and the reality of the organization.
Background
With over 450 physicians and 4,000 nurses, therapists, and other support staff, Lahey Clinic provides healthcare in virtually every specialty and subspecialty, ranging from primary care, to cancer diagnosis and treatment, to kidney and liver transplantation. When Dr. Frank Lahey, MD founded a group practice in 1923, his vision was unique: every component of a patient’s health would be coordinated under one roof. But over time, Lahey Clinic seemed to lose prominence among key stakeholders while other healthcare systems continued to extend their reputations.
Challenge
The key to regaining its footing and re-establishing itself as a prominent and highly respected health care system, Lahey Clinic needed to avoid the communications reflex of promoting industry ratings and awards. While once renowned for innovative technology, pioneering medical treatment, and cutting-edge research, Lahey Clinic needed to evolve to compete in the world’s most competitive market. The key challenge in re-branding Lahey Clinic was to focus on their distinctive patient experience, driven by the original holistic view of Dr. Frank Lahey.
Solution
Patients of Lahey Clinic aren’t assigned one doctor, but rather, an entire team of multi-disciplinary specialists that attend to a patient’s overall health. This personalized approach provided a strong basis for developing Lahey’s new value proposition, messaging platform, and brand strategy. Protobrand developed a brand architecture that more effectively related the constituent parts of organization along with a brand roadmap to guide the effective next steps for brand delivery. Ultimately Lahey Clinic achieved a better alignment between perceptions and the reality of the organization.
