One-of-a-Kind Brand Unveiled Today for Shriners Hospitals for Children
Reprinted with permission from Shriners Hospitals for Children 10.22.2007 — Shriners Hospitals for Children launched today its first system-wide branding initiative that communicates the leadership of its international system of 22 hospitals in providing expert pediatric care since 1922. As part of its branding, the hospital system is undertaking a national advertising and marketing campaign—the first in its 85-year history—which is expected to significantly increase national awareness of Shriners Hospitals and its mission, as well as the number of children it serves. Ralph W. Semb, Chairman of the Board of Trustees for Shriners Hospitals for Children, made the announcement, saying, “We believe one look and one voice is the best way to communicate the expert care we provide, our achievements in research, and the superior training and education we provide our staff and medical community.” The Shriners Hospitals brand is embodied in its new logo. Drawing from the former logo of a rear view of a Shriner carrying a little girl and her crutches, the new logo celebrates that legacy with a forward-facing, refreshed look symbolizing Shriners Hospitals as a progressive organization.  The branding and positioning of Shriners Hospitals for Children includes the following elements: Expert Care “Shriners Hospitals is often referred to as one of the best-kept secrets in health care,” said James M. Full, FACHE, executive vice president and chief operating officer of Shriners Hospitals for Children. “But it's important that people know we are a one-of-a-kind pediatric hospital system dedicated to reaching more kids who need help.” Since the first hospital opened in 1922, Shriners Hospitals for Children has provided specialized care for orthopaedic conditions, burns, spinal cord injuries, and cleft lip and palate for approximately 835,000 children. Great care is taken to help children feel comfortable and safe in a family-centered environment. In this nurturing atmosphere, Shriners Hospitals stresses that while medicine heals a child’s body, it’s just as important to tend to a child’s overall well-being. Realizing that each patient has different needs, Shriners Hospitals provides each child with a customized experience. The specialized care that all children receive at Shriners Hospitals is provided at no charge, thanks the generosity of Shriners and community donors. Admission is based solely on a child’s medical needs, regardless of financial need or relationship to a Shriner. Forefront of Research With research as a driving force across the entire system, Shriners Hospitals has been a leader in orthopaedic and burn research for the past three decades. Shriners Hospitals’ efforts in burn research has resulted in markedly improved survival rates for those with severe burns, improved wound healing techniques, and development of pressure garments to prevent or reduce scar formation. In the orthopaedic field, Shriners Hospitals’ research has led to development of more effective treatments for osteogenesis imperfecta (also known as brittle bone disease); a better understanding of the uses of functional electrical stimulation, allowing some spinal-cord injured children, as well as those with cerebral palsy, to stand, walk and use their hands more effectively; and the discovery that a mutation in a specific gene causes Marfan syndrome. With those past successes and the promise of future achievements in research, Shriners Hospitals has committed $37 million for research this year that provides funding for more than 140 research projects, staff attendance at several medical conferences, 24 research fellowships and 19 shared research facilities. Superior Education and Training The branding program was developed over an 18-month period and based on extensive internal and external research findings. Monigle Associates, a Colorado-based branding and marketing firm, developed the brand with support of Shriners Hospitals for Children’s Board of Directors, Board of Trustees, as well as employees. Shriners Hospitals for Children is a one-of-a-kind international system of 22 hospitals dedicated to improving the lives of children by providing specialty pediatric care, innovative research and outstanding teaching programs. Children up to age 18 with orthopaedic conditions, burns of all degrees, spinal cord injuries, and cleft lip and palate are eligible for admission and receive all care at no charge – regardless of financial need or relationship to a Shriner. For more information, visit www.shrinershospitals.org. |
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