Branding is important. The way we look, communicate, and present our organization
helps people understand who we are, how we act, and what we care about.
In short, our brand helps us tell our story, and we want to make sure
we’re telling the right one.
Why an updated brand?
In 2019, we set out to evolve our brand to better communicate our role
in Jackson and the communities we serve. It started with our name: from
St. John’s Medical Center to St John’s Health. “Health”
speaks to the way we help our community members live their healthiest
lives—with a focus on keeping them well, not just treating them
when sick. Moving away from “Medical Center” also reflects
the way we’ve grown to serve our community’s needs. Today,
we’re no longer
just a hospital. With national recognition, top talent, a deep connection to
our region, and an ever-expanding portfolio of clinical and wellness services,
we have more to offer than ever before.
Along with a change to our name, this brand evolution is an opportunity
for us to reaffirm what we’ve always stood for: providing our unique
community and visitors with exceptional and ever-advancing individualized
care. Now, our brand looks, sounds and feels as advanced, attentive, and
community-focused as our care is.
What did this process involve?
Our work began with research and discovery, engaging St. John’s Health’s
leaders, employees, clinicians, stakeholders, community members, current
and prospective patients, and regional providers in focused studies around
our organization’s brand. Focus groups, in-depth interviews, and
online surveys revealed key insights, gaps, and opportunities that drove
and informed the direction of our work.
What other groups have played a role in this effort?
St. John’s Health’s Standards Committee, a team of 12 clinical,
support, and frontline staff, conducted internal research via online surveys
and one-on-one interviews for the purpose of driving internal messaging.
A Brand Leadership Group and Task Force representing our key entities,
departments, and service areas was also formed to help govern, weigh in,
and oversee this process.
How much did this project cost?
To help reduce and spread out the costs of rebranding, the new brand will
be rolled out in phases. Not all elements of the organization will be
rebranded at once; new projects will be rebranded as they come up, and
previous items will be redesigned as supplies run low. A few highly visible
items, including our website, will be updated during our public launch,
but one should expect to see both the new and old logos displayed in the
community and on campus for at least the next year.
For any questions or comments, please reach out to St. John’s Health’s
Marketing and Communications department at 307.739.7495.