Chapter Rewind: AdventHealth’s Rebrand Playbook

By Jacqueline Kooser, Marketing Strategist at AdventHealth and FPRA Orlando Area Chapter Assistant Treasurer

In early May, FPRA Orlando brought together nearly 100 industry professionals to hear from AdventHealth communication and marketing leaders. Formerly known as Florida Hospital, the nationwide system became one cohesive brand as of January 2. Executive Director of Consumer Marketing, Frank Carter, opened up the panel with a look at where Florida Hospital was before the rebrand, and highlighted the ‘why’ behind the hospital system’s big decision. From consumer preference graphs, to getting the audience excited with the rebrand TV spot, Carter set the stage for AdventHealth leaders to dive into their niche specialties, and how they handled the rebrand from their respected areas.

Doug McDonald, Director of Content Strategy, walked the audience through the digital footprint before and after the rebrand, including visuals of past websites and new, updated sites, and answered questions about creating ‘thumb-stopping’ content for consumers in this day and age. Christy Mize, Director of Consumer Marketing dove into why certain decisions were made within the rebrand process. Mize explained the shift in consumerism over the past few years, and how the market will continue to evolve to meet the needs of everyone who aim to access healthcare in the easiest of ways.

When it came to telling the story through local and national media outlets, Bryan Malenius, Executive Director of Corporate Communications, took the audience through the process of making Florida Hospital’s rebrand announcement into a story that the media would want to share with the community. Jayce Puttick, Director of Strategic Partnerships, closed out the panel discussion by highlighting the strategy that took place with the system’s community partners. Puttick had an instrumental role in communicating the name change to some of the most loyal partners in the area, including the Orlando Magic and Disney. Puttick shared that many community partners revealed the first visual presence of the rebrand through signage, visuals, and digital boards before the January 2 switch, and that communicating with those key players made all the difference in easing the Central Florida community into the name-change.

The panel answered questions from the audience and mingled with FPRA Orlando members afterwards, leaving all those who attended ‘feeling whole’. Thank you to AdventHealth for hosting and sharing with us, and for inspiring all to always understand the ‘why’.

Interested in attending events like this one? Follow FPRA Orlando on Facebook today to stay in the know of all upcoming events.

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