Member Meeting 2October 25, 2016New York City

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Cincinnati Children’s Hospital Medical CenterKate Setter

Social media in brand renewal

Social Media in Brand Renewal

Kate Setter

Cincinnati Children’s

Social Media.org/Health MM2 – October 25, 2016

Current brand “doesn’t fully express who are today and who we aspire to be”

“We are continually told to save money… but then

senior management spends money on changing our logo

when the old one is perfectly fine.”

“I really don’t understand the choice for the

rebrand. It feels very corporate and

expensive.”

“When I hear how much money was spent to redesign CCHMC’s logo, while at the same time I am informed that I will be expected to work longer hours, I am left to

marvel over the obvious disconnect that exists between the office suite dwellers and those of us who actually provide clinical care.”

“NEW LOGO. Really???? Biggest waste of money and I think our recognizable icon

is well known around the world. So, why change it and spend millions to do

it????”

“This entire "rebranding" makes me so sad. I just wish Children's would have spent that money on more nurses and doctors, or had made a huge contribution to underfunded children so they could get amazing care without parents being put into bankruptcy. Or how about giving nurses and other staff getting a raise? Nobody really cares about the color of your logo. Really, we don't care! I called for an appointment this week and had to hang up the phone after being on hold for 15 minutes. I care about that stuff, not the colors of your logo. I want the old Cinci Childrens back that made families and staff first, and paint colors last! Is the BOARD listening?”

• WASTE of MONEY! NEW GUY AT TOP IS REORGANIZING AND TRYING TO FIRE SUPPORT STAFF AND THEY WASTE MILLIONS ON A NEW LOGO....Such a fresh out of college move trying to make yourself important...Sad, Sad waste of money!

• The millions the hospital wasted coming up with this and all the accompanying changes to signage, letterhead, etc. Money that SHOULD have been used for research, patients, employees. Not some newby's ego

So what did we learn?• The emotional attachment was stronger than we realized, even with

external audiences.

• Being “on it” kept things under control.

• Transparency is always a good choice.

• Calm, cool and collected responses – the confidence in our choices gave others confidence too.

• Our team wasn’t being personally attacked, but it felt like it.

• Nowhere close to as bad as it seemed at the time.

On all of the brand Facebook posts prior to the video, there were:

6,200 positive reactions

30 negative reactions

On the Embrace video (including Facebook ads):

3,300 positive reactions

26 negative reactions

Overall, 2.27% of people who saw the video had positive reactions.

While, 0.02% of people who saw the video had negative reactions.

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Member Meeting 2October 25, 2016New York City

Learn more about Member Meetingshealth.socialmedia.org/meetings