Nobody doubted their brilliance. Penn Medicine invented the dialysis machine, produced the world’s first x-ray and created the first commercial gene therapy. Credibility was hardly the issue. Quite the contrary—their daunting reputation was actually keeping people away. They didn’t think of Penn Medicine for "ordinary" care. Penn Medicine needed to translate their global leadership into local preference. Across all service lines, in all parts of a growing system.
Here’s how we brought the brand to life.
How hard could it be?
A few questions, a couple flowcharts, brush up on our interleukin 17 receptors—and voilá!
Good to go.
In theory, it looks simple enough. In practice, it meant abducting more than 125 people for stakeholder interviews, roundtable discussions, focus groups, brainstorming and various types of observation.