Tenet Healthcare

Injecting humanity into healthcare

challenge

Three key business challenges were identified that were having consequences in growth and revenue:

  • Brand equity was inconsistent across its six hospitals
  • Hospitals were experiencing neutral (consumers) to negative (physicians) equity in the Phoenix marketplace
  • Larger networks increased advertising and marketing budgets

strategic idea

Through a discovery process and consumer research, the true strength of the network was identified by pinpointing the negative and positive connotations of each partner hospital. It became clear that although these hospitals each had a significant specialization, they needed to connect more with the local community in order to attract more patients and doctors. With this the name “Abrazo” was born. Abrazo is a promise to embrace in Spanish. This was particularly relevant in an area with a large population of Hispanics.

outcome

We delivered a way to bring together hospitals and patients, as well as connect the hospital network, under one idea: Embracing Care. Embracing Tomorrow.

The brand campaign showcased the way hospital staff cherished patients by comparing themselves to artisans. Care was made into artistry.

tenet-logo-2022
Tenet-NEURO
Tenet-ED
Tenet-Brand_Poster

“The team at A&P helped us to rebrand our hospital network by delivering a succinct and insightful brand positioning. They over delivered in terms of brand identity, brand launch content, web design, and specialty marketing. The results were amazing!”

— Kat R., Chief Strategy Officer, Abrazo Health (A Tenet Healthcare Hospital Network)

Services

Research (B2B/B2C), Insight development, Brand definition, Brand positioning, Brand identity and campaign development, Brand & product architecture, Message development, Brand voice & tone, Brand measurement

Tenet Healthcare

Injecting humanity into healthcare

challenge

Three key business challenges were identified that were having consequences in growth and revenue:

  • Brand equity was inconsistent across its six hospitals

  • Hospitals were experiencing neutral (consumers) to negative (physicians) equity in the Phoenix marketplace

  • Larger networks increased advertising and marketing budgets

strategic idea

Through a discovery process and consumer research, the true strength of the network was identified by pinpointing the negative and positive connotations of each partner hospital. It became clear that although these hospitals each had a significant specialization, they needed to connect more with the local community in order to attract more patients and doctors. With this the name “Abrazo” was born. Abrazo is a promise to embrace in Spanish. This was particularly relevant in an area with a large population of Hispanics.

outcome

We delivered a way to bring together hospitals and patients, as well as connect the hospital network, under one idea: Embracing Care. Embracing Tomorrow.

The brand campaign showcased the way hospital staff cherished patients by comparing themselves to artisans. Care was made into artistry.

tenet-logo-2022
Tenet-NEURO
Tenet-ED
Tenet-Brand_Poster

“The team at A&P helped us to rebrand our hospital network by delivering a succinct and insightful brand positioning. They over delivered in terms of brand identity, brand launch content, web design, and specialty marketing. The results were amazing!”/span>

— Kat R., Chief Strategy Officer, Abrazo Health (A Tenet Healthcare Hospital Network)

Services

Research (B2B/B2C), Insight development, Brand definition, Brand positioning, Brand identity and campaign development, Brand & product architecture, Message development, Brand voice & tone, Brand measurement