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Marketing

Florida Medical Center Re-Brands

With New Logo, Advertising Campaign

BY MARIELA ALVAREZ As another important component of the re-branding
effort, FMC adopted a new tagline: “Healing Heart, Body
ajor changes are afoot at Florida Medical Center, and Mind.” The slogan will appear on many of the organiza-
the 459-bed acute care hospital which has been tion’s marketing materials together with the new logo. The
Moffering a broad range of medical and surgical line maintains the branding focus on cardiac care but also
services to western Broward County for more than 30 adds emphasis to the hospital’s other services for the body
years. The hospital recently rolled-out a re-branding cam- and mind, including psychiatric services to treat depression,
paign to better reflect FMC’s roots as a leading cardiac bipolar and other conditions.
facility and the first hospital in Broward County to per- Most of the signage at the hospital has already been
form open-heart surgery. switched to the new brand, and the remaining materials,
The top-to-bottom re-branding effort includes a new old logo forms and signs will be replaced in the coming months.
logo and tagline along with a complete re-design of the FMC’s new advertising campaign has already hit the air-
hospital’s marketing material and an innovative television waves. Created in conjunction with several local TV sta-
advertising campaign. The TV ads are set to air in con- tions, the “Words Cannot Express” ads feature powerful
junction with the launch of online marketing projects black and white vignettes of individuals impacted by heart
with the Web sites for some of the local stations, and each attacks and the accompanying stress placed upon their fam-
advertisement will conclude by directing viewers to the ilies. The spots also feature the hospital’s cardiac care unit
corresponding station’s Web page micro-site that features and many of the physicians are featured on the Web micro-
heart health and other helpful medical information from sites.
FMC. These micro-sites and their content will also link to “The campaign focuses on the emotions felt by the fami-
the hospital Web site and include news and information ly of a heart attack victim,” said Baradat. “The message is
from the American Heart Association. new logo that FMC knows and understands the emotional issues sur-
The hospital worked with Miami-based advertising and rounding heart disease for individuals and their families.”
marketing agency Anthony Baradat & Associates to review the current Florida The distinctive commercials feature two calls to action. The first is a message of
Medical Center brand and implement a re-branding strategy that focuses on its spe- prevention by encouraging viewers to contact FMC about a free heart screening. The
cialization in cardiac care. The campaign started with the name and logo, particular- second directs viewers to the micro-sites that were specifically created by the local
ly after research showed that local residents and caregivers know the hospital more TV stations for FMC. For example, one television commercial closes with the words:
by its initials “FMC” than by the full name. “Your Heart: Words Cannot Express. The Heart Institute at Florida Medical Center.
“We integrated the ‘FMC’ name into the new logo along with a heart-centric Log on to CBS4.com/yourheart.” On this micro-site, viewers will find detailed infor-
image,” said Tony Baradat, president of Anthony Baradat & Associates. “The result mation about preventative medicine such as heart health basics, diets and lifestyle
is a stylized stethoscope that forms the shape of a heart alongside the name FMC.” tips as well as video of FMC physicians discussing the latest treatment options and
Strong, contrasting blue and gray colors were selected because they traditionally trends.
connote strength and perseverance, while the light gray “The Internet has become the healthcare information
for the stethoscope is a color that is often associated with source of choice for many,” said Baradat. “The micro-sites
technology and advancements. enable FMC to bring its expertise in cardiac care to a wide
To that end, FMC was recently recognized for its audience in conjunction with local media outlets.”
performance and achievements in cardiac and stroke Florida Medical Center’s re-branding efforts are aimed
patient care by the American Heart Association/ at highlighting the hospital’s distinctive qualities and rep-
American Stroke Association’s Get with the utation in our areas of specialty, and the micro-sites with-
SM
Guidelines program in “U.S. News & World Report.” in the local TV-station Web sites are expected to help cre-
The hospital is also one of only two hospitals in ate a stronger identity with the target patients and referral
Florida to offer cutting-edge 80 lead electrocardio- sources.
gram technology, which offers a quicker, less invasive Mariela Alvarez is Associate Administrator and Director of
solution for difficult-to-diagnose heart attack patients Business Development at Florida Medical Center in
than that of the echocardiogram and blood tests used Ft. Lauderdale. For more information, visit
by most hospitals. www.floridamedicalctr.com or call (954) 735-6000.
FMC ad

What Business Are You In?

ou may say that’s an easy question to they were not in the railroad business but they were in the “Transportation
answer! Asking industry leaders this Business.” The Railroad execs were presumed to say, “What else is new?” What the
Yquestion seems basic and simplistic. Is consultants were trying to convey to the railroad executives is that being in the
it? But, this is one of the classic questions that ‘transportation business’ meant that they would have to compete with the airlines
should be answered in depth for any business and trucking companies. They also advised them to invest in ground and air trans-
to survive and prosper in this turbulent mar- portation, by buying an existing trucking company or airline or organizing a new
ketplace. Many years ago the Railroad compa- company. Marketing by other means of transportation than theirs would be crucial
nies were faced with serious financial prob- in these changing times. How about B&O Airlines and Overland Trucking
lems – they were losing their market share for Services? But lo and behold the railroad folks would not take that advice and the
passenger travel and freight business. The rest is history! Although the railroad industry today remains part of the transporta-
trucking industry was making headway deliv- tion industry, total track-miles have fallen from 319,000 in 1970 to 170,000 and
ering freight across the nation and airlines trucks still have to be called on to get most goods to a final destination.”
were taking away a good portion of their pas- (http://findarticles.com/p/articles/mi_qn4188/is20040711/ai_n11465104.com)
senger and freight business. Think of the possibilities if railroad companies acquired other means of trans-
As the story goes, the Railroad industry portation to relate to the changing times. The railroad companies that remained
leaders called upon consultants to find ways of have not shared in the growth of the booming transportation business. The rail-
dealing with declining revenues and thus save BY GERALD SHERMAN, road industry was on the wrong track!
their business. After studying the situation, MBA, DBA It is time that hospitals redefine their business and ask themselves the question:
the consultants asked the railroad tycoons the What business are you in?
question, “What business are you in?” “We are
in the railroad business,” they answered, “and we certainly didn’t need a consult- Gerald Sherman, MBA, DBA, of Sherman & Perlman, LLC, has over 25 years of
ant to ask us that.” Finally the consultants told them that the problem was that experience in Sales & Marketing. For more information, visit
www.shermanperlman.com or call (561) 715-2788.

18 December 2007 hospitalnews.org South Florida Hospital News