Samaritan
Hospice & Palliative Care
Samaritan Healthcare & Hospice was widely known for providing compassionate, high-quality hospice care in Southern New Jersey. However, the organization had grown significantly and now offered much broader services, including Primary Care at Home.
Challenge
As their 40th anniversary approached, they determined new branding was needed to reflect their expanded offerings and position them for the future. To engage their most important audiences which included patients, patient’s families, employees, and community partners, the branding had to perfectly balance their compassionate care and industry-leading innovations.
Solution
Merz started by assessing the awareness and perception of the Samaritan Healthcare & Hospice brand among key stakeholders and the general population. A multi-pronged study involving focus groups, one-on-one interviews, phone interviews, and online surveys was used. The findings revealed the brand equity in the existing name made it important to keep “Samaritan,” but “Healthcare & Hospice” should be removed. Merz used this and other important research results to develop the revitalized Samaritan brand.
Working closely with the marketing department, Merz presented the new brand identity and architecture to leadership and the Board, which was enthusiastically received. From there, Merz created a range of collateral and digital templates for the in-house team to work with to extend the brand across all areas of the organization.
Services
- Brand Architecture
- Brand Audits
- Brand Development & Rebranding
- Brand Identity & Standards
- Brand Positioning
- Graphic Design
- Market Research
- Website Design & Development
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RESULTS
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received in charitable support
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New Volunteers contributing to 11,750 volunteer hours
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YOY increase in access to care for marginalized communities
