Case Study: Marino Foundation for Integrative Health
About Marino
The Marino Foundation for Integrative Medicine is a mission-driven, non-profit healthcare organization dedicated to the integration of standard and complementary modalities of healthcare. The Marino Foundation also operates the Marino Centers for Progressive Health – two healthcare centers in the Boston area, at which practitioners practice integrative medicine.
Marino promotes positive outcomes for its patients through a wide range of capabilities and services. Its focus on wellness and prevention is designed to help its patients take care of themselves and achieve optimal health. Marino practitioners believe that integrative healthcare offers patients a comprehensive and effective path to staying healthy. Additionally, Marino’s program of ongoing research and education ensures the highest levels of competency from its practitioners, provides Marino patients with the knowledge to make the best healthcare decisions, and contributes to a greater understanding of the benefits of integrative healthcare.
Business Challenge
Marino lacked clarity and consistency of message at a time when the organization was about to embark on an institutional advancement effort to create a robust philanthropic program.
Marino solicited Hart-Boillot’s help with a massive branding initiative to ensure that it communicated a clear and well-defined brand. Specifically, Marino struggled to reconcile its two names and identities - fearing that many key constituencies were not aware of all that the Foundation and its Centers offered.
Hart-Boillot Strategy
Hart-Boillot developed a project plan with key project milestones and deliverables aimed at helping Marino establish how its brand was perceived and identify any misconceptions. The first step was a brand audit survey of five key constituencies -- current patients, Marino staff, the board of directors, donors, and area physicians -- to benchmark Marino perception.
Upon completion of the brand questionnaire and response analysis, the second half of the project plan would focus on the development of a brand document, including a brand statement, brand voice guidelines, and key messages to help Marino staff communicate a consistent brand.
Results
The Marino Foundation for Integrative Medicine is a mission-driven, non-profit healthcare organization dedicated to the integration of standard and complementary modalities of healthcare. The Marino Foundation also operates the Marino Centers for Progressive Health – two healthcare centers in the Boston area, at which practitioners practice integrative medicine.
Marino promotes positive outcomes for its patients through a wide range of capabilities and services. Its focus on wellness and prevention is designed to help its patients take care of themselves and achieve optimal health. Marino practitioners believe that integrative healthcare offers patients a comprehensive and effective path to staying healthy. Additionally, Marino’s program of ongoing research and education ensures the highest levels of competency from its practitioners, provides Marino patients with the knowledge to make the best healthcare decisions, and contributes to a greater understanding of the benefits of integrative healthcare.
Business Challenge
Marino lacked clarity and consistency of message at a time when the organization was about to embark on an institutional advancement effort to create a robust philanthropic program.
Marino solicited Hart-Boillot’s help with a massive branding initiative to ensure that it communicated a clear and well-defined brand. Specifically, Marino struggled to reconcile its two names and identities - fearing that many key constituencies were not aware of all that the Foundation and its Centers offered.
Hart-Boillot Strategy
Hart-Boillot developed a project plan with key project milestones and deliverables aimed at helping Marino establish how its brand was perceived and identify any misconceptions. The first step was a brand audit survey of five key constituencies -- current patients, Marino staff, the board of directors, donors, and area physicians -- to benchmark Marino perception.
Upon completion of the brand questionnaire and response analysis, the second half of the project plan would focus on the development of a brand document, including a brand statement, brand voice guidelines, and key messages to help Marino staff communicate a consistent brand.
Results
- More than 1,000 respondents provided feedback about Marino’s values, promise to patients, strengths and weaknesses.
- This strong survey response rate of 24% far surpassed the 1-7% industry average and generated ample detail for Hart-Boillot to identify schisms between the current brand and the organization’s brand goals.
- The data gathered and resulting brand conclusions enabled Marino to establish where and how to focus marketing and communications efforts in order to bring the organization’s image in line with its goals and actual delivery capabilities.
- Based on the results, Hart-Boillot recommended that Marino consolidate its two names, Marino Foundation for Integrative Medicine and Marino Center for Progressive Health, into the unified and stronger, Marino Center for Integrative Health.
- At the conclusion of this branding initiative, Marino retained Hart-Boillot for a comprehensive visual identity project to bring the branding recommendations to life with a new logo, color palette, and visual identity standards to introduce the new, Marino Center for Integrative Health.
- Client Praise: “I just have to tell you how much I love working with all your people. Everyone loves our new look and our brand!”
- The first event Marino hosted with the new brand had 100 attendees, far surpassing their goal of 60 attendees.
