In 1988, when orthopedic surgeon Dr. Emil DiIorio started Coordinated Health, a three-physician orthopedic clinic in Bethlehem, he never thought it would become the 1,200-employee, 16-clinic hospital network it is today.
“Long ago, we took the road less traveled and it has made a difference,” DiIorio said. “We have shown that when integrated care replaces fragmented care, value is delivered, patients feel better and employers see results.”
Now the CEO of the privately-owned and nearly 100 physician-owned network, DiIorio and his administrative team decided that now is the time to rebrand the network's marketing strategy, with hopes to shed a brighter light on the many integrated services it provides, thanks to a quarter-century's worth of growth.
To do so, the network restructured its business departments and brought on a new marketing leader.
“Our 25th anniversary [last year] was the moment of truth,” Coordinated Health president Jim Tsokanos said. “We needed to come up with a brand that could live up to our assets and deliver on the level of integration that we provide.”
After five months of intense branding research, which included internal data collection and employee feedback, DiIorio and his team were ready to hire someone who could take the lead of Coordinated Health's in-house marketing department and transform that data into a master rebranding plan for the network.
Enter, Heather Coyle.
Coyle was hired Jan. 6 as the network's chief marketing officer. She was tasked with turning a near half-year's worth of company data into a comprehensive, multifaceted rebranding campaign and to lead the marketing team's charge in its implementation.
“We realized that we are sitting on the cusp of the dawn of a new era in health care,” Coyle said. “And we want to be right where our patients are when they are making a decision on where to get their health care.”
To accomplish this, Coyle said she needed to develop a robust, multichannel plan that could deliver diverse and integrated messages on every media platform possible, including print, television, radio, billboards, video, Web and social media.
Juliann Masenheimer, Coordinated Health’s in-house graphic designer, was tasked with taking the new logo and branding it throughout the network’s advertising and marketing campaigns.
The new logo had to reflect all that Coordinated Health is in one recognizable glance, and, if necessary, had to stand on its own.
Created by Andy Lee of Division Of in New York City, the new logo consists of the company initials placed tightly together, as if they were a completed puzzle, to convey the company’s coordination and integration. The H boldly stands out, in an effort to highlight Coordinated Health’s designation as a hospital network.
“I am thrilled and excited to let the community see what we have worked so long and hard on,” Masenheimer said about the rebranding.
Using the new company logo, the next step was to create a series of print, billboard and Web advertisements, focusing on three themes – the network's integrated services, its employees and its demographic reach.
The first print ad debuted this month, unveiling the new company logo and the network's new tagline, “Coordinated Health. Better. Together.”
The structure of the ad is meant to show the coming change in health care, from the traditional one-doctor care to what Coordinated Health offers, which is a host of integrated physicians and services, coordinated within one network.
Coyle said the advertisement will run for a few weeks in print and on billboards, the Web and social media, before the next several ads in the series are unveiled.
In addition to the new logo and print ads, three 60-second videos, created by the network's in-house team of video producers, Endrit Faslliaj and Martin Wambold, will be unveiled, one-by-one.
“We wanted the videos to represent something visually compelling,” Faslliaj said.
The first video focuses solely on Coordinated Health's integration by highlighting the company's many services and soon will be featured on all major local affiliate television networks and on the network's website and social media. Also, the video's audio will air on all major local radio stations in the Greater Lehigh Valley.
Coordinated Health is best known for its physical therapy services in orthopedic medicine, but Coyle and the administration hope the rebranding campaign will reaffirm the depth and breadth of the more than 20 integrated services the network coordinates and provides, along with its designation as being a hospital network.
An official hospital network since July 2011, Coordinated Health has two main campuses, each featuring a 20-bed hospital, focusing on musculoskeletal surgery. The locations are on Cedar Crest Boulevard in South Whitehall Township and on Highland Avenue in Bethlehem.
The network's nearly 100 physicians examine patients at its 16 clinics for various orthopedic conditions, including total joint replacement, spine, shoulder and sports medicine in Lehigh, Northampton, Monroe and Carbon counties. All locations have on-site imaging, while some have urgent care services.
The network also has physicians who are specialized in physical medicine and rehabilitation, rheumatology, primary care, cardiology, podiatry, chiropractic, endocrinology, radiology and cosmetic surgery.
“Patients are ready for a different path, and employers must change roads to remain competitive,” DiIorio said. “We are ready to lead that change.”