Old Logo

Because Baton Rouge General had a long and important history in the community, we recommended a logo "evolution" rather than a "revolution." We adopted a new logo that underscored to physicians, staff, and the community that the organization was forging a positive new image for the 21st Century.

New Logo

CONTEXT
The hospital, a multi-site operation, faced challenges on several fronts. In addition to battling the fallout from a year of negative press coverage directed at the parent holding company and uncertainty as to the fate of the hospital's inner-city location, there were mounting competitive pressures from a longtime rival hospital as well as a crop of startup ambulatory surgical centers.

STRATEGY
Quantitative market research studies revealed that while the public perceived the competitor hospital to have a better reputation than Baton Rouge General, physicians believed that nursing and personalized care were superior at the General. And patients who had been treated at The General were more satisfied than patients who had gone to the competitor.

Board level commitment was secured to stake out a long-term position for Baton Rouge General Medical Center and to commit to making it uniquely its own. We developed an integrated communications plan for BRGMC that positioned it not as an institution, but as a group of people (physicians, nurses, and staff), dedicated to providing the most compassionate health care to their community.

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