Chorus
Brand Messaging
Children’s Wisconsin is the Great Lakes region’s only independent healthcare system dedicated solely to the health and well-being of children. The health insurance program it created shared its name and stellar reputation with the hospital system, but carried the erroneous perception that it only served children in the Milwaukee area when it served children and adults statewide. When it chose a new name (Chorus Community Health Plan) and look to reflect its range, it needed help developing messaging around the change and applying it across its extensive print and online asset library.
We interviewed key stakeholders across verticals, audited its website and collateral, and recommended changes. We crafted mission and vision statements, wrote internal and external messaging, and recommended strategies for introducing the new brand to the marketplace. For this client, it was essential to maintain the trust the community had in its brand, explain the reasoning behind the name change, and assure its stakeholders that the organization will continue to uphold its reputation.
Communications Audit
We assessed more than 80 different communications vehicles, from brochures to emails to advertisements, grading each one according to its fulfillment of Chorus‘ brand promise and making recommendations for improvements.
Internal
Messaging
The best advocates for a health plan are its own employees. We crafted a detailed brand narrative to help Chorus‘ internal stakeholders understand and promote its mission.
Website
Content
Most patients‘ first exposure to the health plan will be through its website. We provided thorough guidance on revised language and user experience to make Chorus‘ site consistent with its new market position.