E14 Strategic Planning Forum - Brand the Beginning

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


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


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.


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.

For technical assistance with this webpage please click here. For all other inquiries, please contact show management.