Rebuilding Trust Through Brand: Tenet Hospitals Reimagined
RWA repositioned two Tenet Healthcare hospitals with a unifying brand strategy and bold public rollout, shifting community perception and restoring confidence.
Challenge
Both hospitals faced public perception challenges and needed a refreshed brand identity to re-engage staff, patients, and the broader community.
Our Approach
Conducted stakeholder polling and consumer research to ground the strategy.
Competitive analysis to identify positioning opportunities.
Developed brand strategy centered on “the why,” resulting in emotional, human-centered taglines:
St. Mary’s Medical Center: We Heal for You
Palm Beach Children’s Hospital: We Heal for Them
Rolled out a highly choreographed internal brand launch with ambassadors, staff engagement, events, and branded merchandise.
Executed a full-scale multimedia public campaign (digital, outdoor, print, radio, TV) supported by community events and tours.
Impact
Unified staff and administration around a shared purpose, fostering internal pride and alignment.
Successfully repositioned the hospitals in the minds of consumers and the medical community.
Shifted media coverage away from prior negative narratives, restoring reputation and focus on care.
Outcome
The rebranding not only reshaped perception but also re-energized staff and community trust—positioning both hospitals as healthcare providers defined by passion, care, and purpose.
