E14 Strategic Planning Forum - Brand the Beginning

  • Room: Osceola Ballroom B
  • Session Number:E14
Sunday, November 12, 2017: 10:45 AM - 11:45 AM

Speaker(s)

Co-Presenter
Andrea Harnden
Manager, System Marketing Integration; Marketing, Communications and Media Relations
Northwestern Memorial Healthcare
Co-Presenter
Gary Collins AIA, NCARB
Associate Principal
Forum Studio
Co-Presenter
Lynn Murphy
Director, Planning and Construction
Northwestern Memorial Healthcare
Co-Presenter
Sean Keathley
President
ADRENALINE

Description

Leveraging exterior and interior branding opportunities can make a significant impact on patient awareness, consideration, service experience and advocacy.  At Northwestern Medicine our goals include: Increase brand awareness and consistency of the brand; improved patient experience; and reduced perceived wait time. This is accomplished by experience mapping with zones, paths and points of experience. Discover how to create front-end branding alignment across a physical network in diverse geographies and how to maximize exterior site branding for visibility and presence.


Tracks:


Learning Objectives

Explore how to deploy interior branding that welcomes and engages patients in a brand-centric way.
Identify degrees of change on a site-by-site basis and maximize leverage.
Understand how to implement efficiently and effectively across various site types.
Examine how to make branding be more than just signage.


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