Corporate Healthcare Branding Project Kickoff
PTS provides EHR implementations, IT help desk, application support, IT managed services, hosting, technical staffing and strategic IT consulting services to hospitals, outpatient facilities, and large physician groups nationwide.
With a team of over 450 clinical, financial and technical professionals, PTS has implemented EHR systems in more than 300 facilities. Additionally, PTS offers staffing and remote support services for all major EHR acute and ambulatory platforms as well as their ancillary applications.
The company was established as a part of Parallon Business Solutions (PBS), and both organizations were wholly owned by HCA.
PTS (our client) and PBS have since separated, however they continued to share the word Parallon in their names, and their visual identities lacked distinction from one another. The similarities between the look and feel of the two organizations caused confusion for both the consumer and throughout internal-facing initiatives.
The company clearly needed a corporate healthcare branding agency to help sort things out. Overall, the primary purpose for the rebrand was to distinguish Parallon Technology Solutions from its former parent company and also to develop a brand for the organization that better aligned with the firm’s mission, values, and characteristics.
The project started with a strategy session designed to pull out the most minute details and address the broadest topics with key stakeholders.
The rebrand discovery meeting was held at PTS headquarters in Brentwood, TN, in a conference room with the CEO, department heads, plus a couple of Nice girls. We asked open-ended questions that sparked conversation about the direction of the organization, its impact on the market, and how the leaders thought the company should be perceived. We also talked about processes, teams, services, competition, and overall market trends.
After digging in a little, we came to the conclusion that the impact that PTS has on patient care is immense. The efficient implementation and support of the systems that they provide leads to better outcomes for patients, ease of use for physicians and caregivers, and a better bottom line for the healthcare organization as a whole.
The more that was uncovered during discovery, the more we began to realize that PTS was the link. They were the connection to the care. However, we also came to see that the company’s existing story and brand support didn’t reflect this connection. It was sterile and flat, and had no nod to the compassion and operator heritage we learned about during our introductory meeting with the team.
We took our new knowledge back to our team and got down to business. The project scope included a complete rebrand, starting with a new name.