CONTEXT
In the mid-90s, the health care arena was awash in managed care plans desperately searching for primary care providers who could deliver the level of quality that patients were looking for—in a high quality, staff model setting.
STRATEGY
Create a brand identity that would support the management vision of building "the Ritz Carlton of medical group practices." Starting with a name.
EXECUTION
We invented the name HealthSpring and developed the logo to position it as a source of wellness and serenity. One element suggests flowing water, which we animated in video and translated into fountains in the courtyards. Because the brochure was produced prior to construction of any HealthSpring centers, we selected colors and images that are deliberately quiet, refined, and derived from nature. After the first three centers were built, we mixed filmed interviews with staff and management, plus footage of the different centers and doctors, to configure videos for various uses and audiences.