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Helio Health: Rebranding

A vibrant new brand for a vital regional healthcare provider

Situation

 

Syracuse Behavioral Healthcare (SBH) had outgrown its legacy brand name, offering more than behavioral healthcare well beyond its Syracuse, N.Y., headquarters. Over the years, SBH had become a leading, regional referral center across Upstate New York for people with a wide range of mental health and substance use disorders. Clearly, it was time to rebrand.

Insight

Mower’s discovery process included brand workshops, in-depth interviews with key stakeholders, and a market research study. Several insights emerged around public perceptions of mental health and substance use disorders: people often see them as more of a character flaw than a devastating disease. By serving patients with dignity and integrity, and providing evidence-based practices in an environment that communicates care and concern, SBH stands apart from other providers. This differentiator can be not only lifesaving, but life transforming.

Solution

The new name, Helio Health, inspired by an ancient Greek term relating to the sun, reflects the mission to be a patient-centric and innovative bright spot on the recovery landscape. The new tagline, Where hope meets healing, eloquently expresses the goal of improving patient outcomes through a balance of compassionate care and clinical excellence. The campaign platform is visually grounded in bold, expressive images of transformation—a departure from typical healthcare branding.

Results

The new Helio Health brand launched in June 2018, supported by an integrated marketing communications effort that included a new website, brand videos, online advertising, billboards, social media, collateral, events and public relations. Since the launch, Helio Health has received two Gold Healthcare Advertising Awards as well as the Richard Pruss Community Service Award for its Stop Treatment Fraud poster series. As Jeremy Klemanski, Helio Health president and CEO, said recently, “Like the sun, the name Helio represents a place where patients can find a light in the darkness, a place where they can seek warmth from the cold. The new name works very well for what we do.”

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