A far reaching multi-channel internal marketing campaign – which included strategic planning, print, digital and merchandising.

The client

Hospital Corporation of America (HCA) is an American for-profit operator of healthcare facilities, and the world’s largest private hospital group. It’s based in Nashville, Tennessee and currently manages 167 hospitals and 113 freestanding surgery centres in the United States. HCA’s presence in the UK is made up of seven main hospitals, all of which are Centres of Excellence based in London. They also manage various other smaller clinics throughout the country.

HCA Healthcare UK places great emphasis on staff motivation – free flowing information helps to inform, engage and improve morale.

The brief

As part of an initiative to launch a new HR Information System and Learning Management System, we were briefed to devise a campaign that would enable HCA to disseminate information in an informative way that puts the onus on the individual to act, whilst offering support.

The project needed to:

  • Promote the use of new systems and processes
  • Sign-post staff to new working practices
  • Encourage collaborative working
Can we empower you too?

The strategy

‘Empowering You’ was born, and we created a wish list of marketing materials to communicate the change internally, empower staff members and guide them through the transition.

The end goal was for staff to adopt new working practices, processes and systems.

We created an internal brand strategy which was fresh, inclusive and helped staff join up the dots – and a campaign strategy which kept the momentum going throughout the three-month campaign cycle.

Through consultancy and strategy briefings, we delivered a campaign which promoted ‘Empowering You’ from the desk to staff room.

Merchandising examples

To support staff engagement, we produced a selection of merchandising items.

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The delivery

First, we created a strong, creative identity that would form the foundation of the visual assets, which included:

  • Posters
  • Desk Prompts
  • Pens
  • Nurses’ Fob Watches
  • Branded cakes
  • Brochures
  • Newsletters
  • Competitions and prizes
  • Pop-up banners
  • Badges

As well as traditional internal marketing items, we also created a series of digital assets to increase awareness and reinforce the message – these included:

  • A series of email messages
  • Branded intranet landing pages
  • Branded Learning Management System
  • Email signatures
  • Branding of HR systems
  • Screensavers

This complete suite of materials was rolled out to over 2,000 staff members to reinforce the campaign identity and help generate recall amongst staff – all culminating with the launch of a new over-arching HR Information System.

Our work with HCA on the timed delivery of relevant information and message management contributed to the success of the launch and the marketing collateral was universally well received.

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