In a previous post, we shared examples of a branding campaign we launched for HCA Virginia, the first elements in a wide-reaching campaign aimed to align its high quality hospitals under one brand name.We're excited to share the next television commercials for the health system's branding campaign. These spots continue the brand repositioning strategy while building awareness for HCA Virginia's key service lines: cardiac, cancer, orthopedics and Read more »

Last week, our firm was featured in the Times-Dispatch about a brand repositioning campaign strategy we developed for HCA Virginia. Our firm prefers to place our clients in the spotlight rather than beat our own chest, but it was nice to be mentioned in our hometown paper.As branding and marketing specialists, our job is to keep pace with changes in the communications space, and, whenever possible, to imagine what the next innovation will be. Read more »

Our business is built on helping our clients get on TV and in the newspaper, but sometimes our agency makes headlines. Franklin Street was featured in a Richmond Times-Dispatch article about its rebranding efforts for HCA Virginia. HCA Virginia is the healthcare leader in Central Virginia. The rebranding helps health audiences to learn more about the hospitals that comprise the system, and why more people trust their heart care, cancer treatment, Read more »

Ah, the joys in branding large health systems.First, consensus building. Multiple hospitals, administrators, board members, physicians and service line directors with different interests and points of view. And, if you're branding a newly formed system of formerly competing hospitals, you have even more opportunities to show off your stellar diplomacy skills.Then there's the positioning. Stand-alone hospitals often elect to brand via service Read more »