When a healthcare brand expands into multiple locations - whether through organic growth or acquisitions - it faces one of the industry's most persistent marketing headaches: how to unify under one cohesive brand.
Each clinic, hospital, or specialty center likely has its own legacy identity, culture, website, and processes. Without a unified system, the result is a fragmented experience for both patients and internal teams.
Disjointed branding isn’t just a design issue - it erodes trust, makes marketing inefficient, and creates friction at every stage of the patient journey.
Before you can scale, audit what you already have:
Use this data to choose your model, deploying a branded house, house of brands, endorsed brands, or sub-brands brand architecture approach.
One logo file isn’t enough. You need:
PRO-TIP: A strong system allows local flexibility without losing brand consistency.
Multi-site systems should not mean multi-site confusion. Ideally you'll consolidate with:
This keeps the user experience unified while serving each region's needs.
Whether launching a new build, acquired clinic, or co-branded JV site, use plug-and-play brand kits that include:
This reduces friction and rollout time which will be critical when scaling fast.
Scaling brand consistency means working cross-functionally with:
Bring all groups to the table before you launch. Internal adoption is 90% of the battle.
We helped our clients at Kettering Health create a cohesive brand identity that scaled across 13 medical centers, Kettering College, Kettering Physician Network, and more than 120 outpatient facilities stretching from Dayton to Cincinnati using this approach.
Conduct consumer research to establish awareness and perception baselines of Kettering Health brand differentiators
Define and develop a system-wide naming convention and decision tree to support future expansion and growth
Develop living brand standards and governance process to approach long-term brand and asset management
Execute a system-wide brand rollout to leverage the powerful voice of internal stakeholders
Utilize omni-channel marketing and communication approach to engage core patient populations where and how they prefer to consume media
Rebuild website to elevate the new brand experience online
View the Case Study and see how the new, unified brand increased top-of-mind awareness by 3.8%, increase consumer preference by 4.3%, and increased web traffic by 300K.
In healthcare, growth without brand alignment is risky. But with the right systems that are built on strategy, not shortcuts, you can scale your brand across 10, 20, or 100+ locations without losing clarity, credibility, or consistency.
The key? Build once. Scale infinitely.
If your health system is struggling to unify a growing network under one brand, contact our team. We’ll help you build a scalable, system-wide brand foundation that increases trust, choice, and advocacy for your organization.