Building trustCorporate Design, Website Relaunch and Employer Branding for Hospitals
Hospitals communicate in a sensitive and complex environment. Patients and referring physicians are looking for guidance and the right contact, relatives need reassurance, employees need a sense of identification, and applicants need quick access to the right employer. For Bürgerhospital Frankfurt and Clementine Children’s Hospital, we evolved the entire communications ecosystem: from a corporate design refresh and three website relaunches to the new STEP.jobs employer brand.
The result is a consistent system for hospital communications that builds trust, makes medical expertise visible, conveys a culture of collaboration, and simplifies communication across many channels.
Corporate Design Refresh
Brand evolution rather than revolution
The two hospitals are established brands with deep regional roots and their own distinct histories. A careful evolution was therefore the right approach. Logos, colors, typography and the design system were harmonized and adapted to the requirements of a contemporary hospital brand. This created a corporate design that references the institutions’ history, visually reflects the connection between the two hospitals, and still leaves room for individual priorities.
Website Relaunch
Hospital websites that provide guidance
A website is often the first point of contact with a hospital for patients and referring physicians. It must make it immediately clear which services are available, who is responsible and what the next step is.
For the websites of Bürgerhospital and Clementine Children’s Hospital, the structure, navigation and content were reorganized. Clear entry points, short click paths, mobile-first optimization and well-placed contact options make them easier to use. At Clementine Children’s Hospital, child-friendly imagery complements the website and makes it easier to communicate sensitive topics.
Hospital communications must convey medical expertise without overwhelming people. They have to work in everyday life – for patients, relatives, referring physicians and internal teams.
Recruiting
Employer branding for hospitals
In the competition for skilled professionals, a job description and an attractive salary are no longer enough. Applicants want to understand what their future employer stands for and whether it is the right place for their next step.
STEP.jobs created a newly positioned employer brand for the two hospitals. Building on the employer promise “Our standard: High End. Our team: High Five.” and the claim “Together. Ahead. Involved.”, we refreshed the career portal to communicate team spirit, attitude and entry opportunities clearly.
Short copy, simple navigation, target-group-specific content, filters, icons, videos and direct contact options lower barriers in the application process – especially for younger audiences. Tools such as the Job Compass offer a playful way to discover suitable training paths in healthcare.
Daily Business
Powerful omnichannel communication for hospitals
Good hospital communications do not end with the website. They must work across every medium: on social media, at trade fairs and events, in print media, internal materials and campaigns. That is why we think of hospital brands as systems: recognizable, flexible and easy to use consistently across channels.
With numerous templates, a corporate manual and libraries containing all the necessary design elements, we enabled the marketing team to create on-brand content and media independently. Workshops and reviews ensure consistency in implementation and provide confidence in day-to-day work.
Brand Positioning
Support for marketing teams in hospitals and clinics
Anyone responsible for communications in a hospital has to balance many requirements at once: patient information, recruiting, the diverse interests of specialist departments, internal coordination, digital channels and strategic brand management. Complex branding processes are therefore difficult to handle internally alongside day-to-day operations.
As an agency for hospital communications, we help hospitals and healthcare organizations sharpen their brand positioning, establish clear communications and translate them into visually powerful and effective work – drawing on our many years of healthcare experience, our sensitivity in dealing with complex topics and our high standards of design.
New website, employer branding or corporate design for your hospital?
Let’s talk about your project. We help hospitals and healthcare organizations position themselves coherently and bring their brands to life across all channels – from strategy and design to ongoing communications in day-to-day hospital operations.
Call us on 069 242777-51 or contact us by email.
