The Milton S. Hershey Medical Center Establishes Brand Consistency

PRINCETON, NJ, July 14, 2007 - The Milton S. Hershey Medical Center, the Children’s Hospital, the College of Medicine, nearly a dozen institutes and Centers of Excellence, and more than two dozen ambulatory sites are all part of the Penn State Hershey Medical System. Each was known by its own individual entity with no overall branding. The result was a disjointed, confusing brand, which weakened brand equity.

Princeton Partners Health led the marketing and executive leadership through a client-centric, collaborative process beginning with highly focused research that led to a well-conceived strategy to unify the overall brand. A Master Brand name, system, and logo were built on the core attributes of Penn State excellence, quality, and loyalty, as well as on key attributes of Hershey Medical, such as clinical expertise, warmth, and trust. The new logo and usage has generated the endorsement of leadership throughout the organization, the medical administration, physicians and staff, and the university and affiliate leadership.

The outcome was a single Master Brand strategy, name, logo, and roll-out-plan that gathered the system’s many elements under one cohesive marketing umbrella. Together, Princeton Partners Health and Penn State Hershey administration strengthened the brand perception, created consistency among the service lines, eliminated confusion among customers, and clarified the system’s rich tradition as a natural extension of two respected partners.

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