Johns Hopkins US Family Health Plan

Project: Re-branding

Target: Current and potential patients; staff physicians and
healthcare staff

Services provided: Strategic direction, creative development, writing, design,
photography, project management

Deliverables: Print advertising, collateral, direct mail

How do you organize and coordinate 17 different physician groups, and enlist their
cooperation in promoting a unified brand identity? By giving them a brand they are
proud to call their own. The vision came directly from the president of Johns
Hopkins Community Physicians. The brand development and execution came from
Catalyst. Before long, 17 different communication approaches were replaced with
one coordinated brand position, supported by system-wide ads, brochures, direct
mail, and email, all of which is customizable for each individual practice.

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