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Case Study: Bronx Lebanon – What’s in a Name?

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Background

In 2014 NY finalized terms & conditions with the federal government for a groundbreaking waiver that allowed state to reinvest $8B in federal savings generated by Medicaid Redesign Team (MRT) reforms.  The waiver amendment allowed for comprehensive reform through a Delivery System Reform Incentive Payment (DSRIP) program. The DSRIP program promotes community-level collaborations & focus on system reform, specifically to achieve a 25% reduction in avoidable hospital use over five years.

Strategy

L2L was engaged by Bronx Lebanon Hospital to:

-Develop the umbrella name for the DSRIP that would rally constituents and  key stakeholders in an authentic and impactful way.

-Development of the branding communication platform (name/logo) including the style/brand guide for the selected umbrella name.

Deliverable Highlights

ASSIGNMENT PROCESS RECAP:

-Researched and/or Interpreted:
-DSRIP’s landscape locally & nationally
-Bronx Lebanon & 54 participating providers
-Community  Healthcare Needs Assessment
-Generated 54 names in first round
-Developed quantitative scorecard & rated names based on select criteria
-Vetted names with key stakeholders including community, physicians and key influentials
-Presented top 3 to board

 

LOGO ANATOMY:

BRONX in a solid block to ground & identify the entity as part of the community (belonging to & established for).

HEALTH ACCESS:  articulates overarching mission

SILHOUETTES:  Portrays families and/or individuals and their multicultural, generational and gender differences using simple outlines, size variations and color all in-line with current digital trends that favor simple icons with broad appeal.