Two years ago, MIT Medical’s leadership came to our communications/marketing team with a challenge: Rebrand from MIT Medical to MIT Health within a single calendar year. This rebrand was more than a simple name change - it was an opportunity to reintroduce our practice to a community forever changed by the pandemic. And so began the challenge of carefully sifting through the identity and legacy of a century-old brand. Our charge: convince a patient community with long-held institutional memory to think beyond their traditionalist, exam-room focus, and instead energize and excite them to embrace the idea of an organization that offers a full breadth of health and wellness services. In this presentation, you’ll get practical advice on undertaking a huge project with a small team (without your day-to-day work getting in the way). You will learn techniques for building positive relationships with vendor partners and for giving efficient art direction to agencies. Most importantly, you’ll get great ideas for making your stakeholders, staff, and patients feel seen, supported, and energized.
