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After 130 years, the healthcare entity known as HCMC — Hennepin County Medical Center — was constrained by its name. Many Minnesotans pictured an urban trauma hospital, not the multifaceted medical system it had become. A new brand identity and name was in order, one that would better represent today’s dynamic medical enterprise which brings comprehensive care, education, research and innovation to every corner of the state.
Research and insights into key stakeholders lead to a brand position and tagline – We’re Here for Life – that reflects the collaboration and quality of care throughout the Hennepin Healthcare system. The brand launch campaign included digital, social, print and out of home channels.
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