Yale New Haven Health:

The brand that began before the brand.

The CEO of Yale University’s teaching hospital wanted to build an integrated health delivery network to improve everything from regional medical outcomes to his organization’s competitive position. The only wrinkle: He wanted to get started long before any kind of formal groundbreaking. Step 1: Configure a team of senior branding, design, advertising, and media storytellers who could find breakthrough ways to build awareness of the concept. Six months later, more than 30% of consumers knew about this now $1.8B consortium and whether their doctor would be part of it.