Scripps Health
Communicating a new reality
Scripps has a long history in San Diego, dating back to 1924 when Ellen Browning Scripps founded Scripps Memorial Hospital and Scripps Metabolic Clinic in La Jolla. In 1995, the organization continued to grow when Mercy Hospital, San Diego’s oldest hospital became part of the system. Together, the group developed a new vision for what Scripps was to become.
Challenges
Reposition Scripps as a large, multiple facility regional provider leading positive change in the health care industry
Creating internal buy-in and consensus for the organization’s new direction
Actions
Conducted extensive internal interviews among representatives of all the key stakeholders in the system
Developed a positioning statement, image attributes and a detailed communications plan specifying internal and external audiences and key messages
Created a distinctive three-colored new logo with a symbol that depicted the vision of a partnership between patient, physician and hospital
Developed a new visual system and guidelines
Developed launch plan and kit for employees that presented the new identity in the context of Scripps’ vision for the future of healthcare