Cooley Dickinson healthcare had just partnered with Massachusetts General Hospital to bring world-class medical care to its Northampton, Massachusetts community. But it wasn't sure how residents would feel about the change. So they asked White Rhino for help revitalizing the brand to support the new mission.
Two hours west of Boston is a vibrant community with a strong appreciation for the culture and rural surroundings that they have called home for generations. With five area colleges, its well-educated residents have high expectations for quality healthcare. To succeed, Cooley Dickinson Healthcare would need a new brand strategy that focused on world-class care "Right Where You Live."
We started with a new brand identity and messaging that gave Cooley Dickinson Healthcare a platform to celebrate the vibrant culture of its community.
To appeal to the modern tastes of its well-educated base, Cooley Dickinson needed a fresh take on its website. For inspiration, we looked outside the healthcare industry for inspiration that would help consumers intuitively navigate the hospital's doctors, services and its expanded affiliate campus. Explore the website at cooleydickinson.org >
White Rhino used authentic brand storytelling to engage the community and build trust. Our filmographers, writers and production crew set out to find unspoiled, natural outdoor locations signature to the Pioneer Valley. Mount Tom at the J.A. Skinner State Park, the Norwottuck Rail Trail and the streets of historic downtown Northampton all served as backdrops for photo, broadcast and web video shoots.
A series of print ads demonstrate just how close expert care is now accessible to the Pioneer Valley community featuring residents in their natural environments.
To get the message out about the new partnership with Massachusetts General Hospital, we took to the streets. A series of person-on-the-street videos asked patients "How far would you go for the best medical care?" and if you had to choose, "What's better, world-renowned medical experts or personalized care?" The videos highlighted that you don't have to choose. At Cooley Dickinson Healthcare, patients can have the best of both worlds.