Moving from separate hospitals to a system brand is a challenge, and no one knows that story more than UNC Health Care.
UNC Health Care — represented by marketing pros from Rex Healthcare and UNC Medical Center (formerly UNC Hospitals) — joined forces with Geonetric to tell a brand story that’s fairly new to North Carolina. With eight hospital entities — and more to come — UNC Health Care is using its digital footprint as a stepping stone toward the brand’s growth.
Inching Toward Full System Representation
First things first: We worked with UNC Health Care leaders to develop a system-wide content strategy that communicates the new brand and its benefits to the people of North Carolina.
UNC established not only a system-level site, but also individual sites for three of its major hospitals — UNC Medical Center, Rex Healthcare and Chatham Hospital. With VitalSite’s functionality, each location is able to have its own Web presence while the UNC Health Care brand continues to grow regionally.
Our team also wrote new service line content to help UNC Medical Center better tell its story to patients and families.
Meanwhile, to visually represent UNC Health Care’s unified system identify, we created a consistent, responsive design for all of its implemented sites. VitalSite’s services module and SmartPanels help patients efficiently find what they need and appealing design trends — including fixed backgrounds on the hospital homepages and a responsive carousel on the system homepage — showcase the entities under the UNC Health Care name.
A Beautiful Work in Progress
A successful launch adds another step on the path of UNC Health Care’s transition as a healthcare system.
Rex Healthcare, based in Raleigh, will launch several specialty physician practice sites in the near future, and other hospitals will come under the UNC umbrella as the brand continues to grow and offer more services and locations to North Carolina residents.