RiechesBaird to Take Hoag Brand Beyond the Bluffs
RiechesBaird / By Michael Volpe, Orange County Business Journal / 11/08/2010
Newport Beach’s Hoag Memorial Hospital Presbyterian is starting a branding campaign to tout its growth in Orange County.
The hospital has campuses in Newport Beach and Irvine, where it recently renovated the former Irvine Regional Hospital and Medical Center and re-opened it as Hoag Hospital Irvine.
The hospital’s own marketing staff is working on the campaign for the Irvine hospital and 16 clinics with print, radio, outdoor and direct mail ads.
“They want to change the perception of a hospital overlooking the bluffs in Newport Beach—which is what they are known for—to a regional healthcare delivery network,” said Ryan Rieches, chief executive at Irvine-based branding agency RiechesBaird, which is handling the branding campaign.
RiechesBaird helped create a new Hoag logo, an extensive photo library featuring real patients and doctors for upcoming marketing campaigns and an overall brand strategy.
The shop is producing weekly e-mail programs and Internet materials as part of the internal branding training for the hospital’s marketing staff. The opening of Hoag Hospital Irvine in September kicked off the marketing push with Hoag’s new logo in much of the print ads and marketing collateral.
“The opening of the Irvine hospital is probably the most visual and significant component of the campaign,” Rieches said. “Beyond the hospital in Irvine, they have a number of health centers and centers of excellence, which have been overlooked.”
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