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ConnextCare: Rebranding

Say “Hello” to Healthy

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

Situation

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.

Insight

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.

Solution

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.

Results

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.

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