Yale New Haven Health

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 — we didn’t know what that was, either — 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 steps, like opening offices. Proving that necessity is, indeed, the parent of creative invention, we spotted unique opportunity: the chance to invite people to join the new organization on a journey into a brighter healthcare future from the very first step.  After a short 3 months researched showed that an extraordinary 30% of consumers knew what the network was, and if their doctor was going to be a part of what is, today, a $1.8 billion success.