“Piglet sidled up to Pooh from behind. ‘Pooh!’ he whispered. ‘Yes, Piglet?’ ‘Nothing,’ said Piglet, taking Pooh's paw. ‘I just wanted to be sure of you’” —A.A. Milne  

Inspiration
Our Clients

Desert Oasis Healthcare

PROJECT:

Re-Branding/Identity

CHALLENGE:

Having served the Coachella Valley's health care needs for 25 years, name awareness for the two separate entities of Desert Medical Group and Oasis IPA nevertheless remained modest. Marketing efforts, while steady, were often fragmented and diluted—the result of serving "two masters." At the same time, increasing competition in the marketplace demanded a more distinctive identity and a name that could more efficiently generate meaningful word of mouth.

GOAL:

Create a single identity and a compelling, sustainable brand for Desert Medical Group and Oasis IPA as a single, stronger organization.

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 An extensive internal brand assessment conducted by iacunato/mclane revealed that Desert Medical Group and Oasis IPA possessed a strong managed care patient base, highly respected physicians, dedicated employees and a wealth of innovative programs to meet specific patient needs. In particular, the client counted demonstrated dedication to the community, and an especially passionate and team-spirited corporate culture among its many strengths. To ensure success, it was necessary to first achieve a cohesive internal "merger" of the two entities in order to assure success of merging the external identities. These findings led iacunato/mclane to the development of a positioning, name, tagline options, new logo and visual expression, plus brand attributes, personality and voice. Through exploiting existing name recognition and the equity both entities had built over the years, a single, stronger and singular brand—Desert Oasis Healthcare—was born. At the same time, iacunato/mclane helped the client to create an opportunity to be better stewards of their marketing budgets, create a focused internal rally among employees and the medical groups, and become a stronger force in a market that was receiving more and more competitive attention. Further, the "Your Health. Your Life. Our Passion" tagline was created to aptly encapsulate the new organization's updated personality, point of differentiation and brand attributes. After the new brand identity was born, a comprehensive, actionable marketing and public relations plan for the new brand was developed. The first step was an internal brand rollout, which proved to be a major success among Desert Oasis Healthcare employees. While initially skeptical, employees are now showing strong support for bringing these two entities together as a single brand. Communications to members and health plans are also being received with extremely positive feedback.

"Now that we are Desert Oasis Healthcare, our simplified organizational structure better positions us to more effectively continue our efforts to develop exciting, innovative programs and services for our patients," said Marc Hoffing, M.D., M.P.H., Medical Director for Desert Oasis Healthcare.

Plus both the initial public relations and advertising campaigns have kicked off with great success. Look for updated results as the new Desert Oasis Healthcare brand launch takes off.