Toggle Menu

<< Back to Work
ConnextCare: Rebranding

Say “Hello” to Healthy

“A once primary-care facility had blossomed into a multilocation network.”


Northern Oswego County Health Services (NOCHSI) was growing fast. So fast, in fact, that it had outgrown its name and mission. What was once a single facility serving the primary-care needs of a rural community had blossomed into a sophisticated multilocation, multi-specialty network serving a much wider geography. Our job was to rename and rebrand the network to better reflect their new connected care delivery model.


There’s no question healthcare is more focused on cost containment and outcomes than ever before. And, going to the doctor is often a less personal experience than it should be. Mower determined that—to stand out in this increasingly cold and impersonal world of care delivery—our messaging should convey that NOCHSI offers the best of both worlds to its mainly rural audience: personalized, close-to-home care that’s highly connected and technologically advanced.


Based on this insight, Mower created a new brand name, ConnextCare, and a platform that strikes a perfect balance between hometown friendliness and familiarity with sophisticated nextgeneration medical care. The result: an integrated campaign, “Say hello to healthy,” that included outdoor, video, website, public relations and print executions targeting all areas of Oswego County.


The campaign gained immediate traction for the ConnextCare brand. The brand was unveiled at a town hall–style staff celebration held at a local landmark. The new name, tagline and campaign were also embraced by staff and continue to draw positive patient commentary and media coverage.

Thank you for your submission, someone from Mower will contact you shortly. You also now have access to all premium content on

Thank you for your interest in Mower insights and emails. You should begin receiving the information you requested shortly. You also now have access to all premium content on

Thank you for your submission. As a subscriber, you now have access to all premium content on this site. Be sure to visit regularly to download new articles and ebooks.

In order to get the best possible experience using our website, we recommend that you upgrade to a newer version or a different web browser. Links to supported web browsers can be found below:

Internet Explorer

It looks like you are running Internet Explorer in Compatibility View. This site will only work if you turn this view off. Use the browser Tools menu to change your settings.