Mt. Sinai Hospital realized that they needed a differentiated and consistently delivered brand to attract and retain donors in Toronto’s hospital sector. Mt. Sinai also knew that strong brand delivery was predicated on all of their sub-brands having a clear understanding of what the Sinai brand stood for and how the organization could deliver on their brand promise. Level5 was tasked with uncovering the key drivers of sustained donor support and aligning Mt. Sinai’s sub-brands and organizational strategy to these drivers. Ultimately, Mt. Sinai needed a strategy that would rally internal stakeholders and help the hospital differentiate from others in the GTA.
After aligning Mt. Sinai’s project team to a clear understanding of the project’s desired outcome, Level5 performed thorough analysis to better understand what made Mt. Sinai unique and how other hospitals were positioned. Through primary BrandMap™ research, we were able to quantitatively measure the most powerful emotional and rational drivers of donation intent and loyalty within Toronto’s healthcare sector. Level5 leveraged these findings to identify unmet opportunity areas where Mt. Sinai could differentiate from other hospitals while better attracting and retaining major donors. Level5 worked with Mt. Sinai to develop a strategic plan that was actionable and aligned to the organization’s goals.
To ensure consistent brand delivery across the organization, Level5 recognized that a revised brand architecture was required. Mt. Sinai had several unique sub-brands and needed a north star that all of the organization’s different teams could rally around. Level5 facilitated cross-functional workshops with Mt. Sinai’s leadership teams to gain a holistic understanding of the organization and where there were opportunities for greater organizational alignment. Level5 used these facilitated sessions, as well as the BrandMap™ research, as key inputs into a new brand architecture strategy. With the revised architecture and strategy, Mt. Sinai was able to more consistently deliver their brand to patients, employees, donors, and other stakeholders.
Impact & Results
Mt. Sinai’s Foundation and Hospital board teams actioned the new strategy. Specific internal and external initiatives were developed to further embed the strategy throughout the organization.
The revised brand architecture recommendation was fully adopted and brought to life. As a result, the organization is more cohesive with all organizational units supporting the same promise. The new architecture also provides Mt. Sinai with a systematic framework for managing any post-merger integrations.