How HIMSS framed rebrand as more than a facelift

The organization wanted to reshape its core values to address changes in the health care industry. Here’s what communicators can learn from the exercise.

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Many organizations see a rebrand as retooling a logo or updating visual iconography. 

That’s a mistake, according to Terri Sanders, senior vice president of enterprise marketing and communications for HIMSS. The global health care nonprofit that connects provider organizations, professional service groups and more (it counts its membership at more than 80,000 worldwide) just completed a comprehensive rebranding campaign.

Sanders says the process was highly illuminating, and offers takeaways for communicators in all kinds of industries, but especially in the health care field. 

Why a rebrand now?

It is crucial for any organization considering a rebranding campaign to answer why it has to change. For HIMSS, Sanders says it was imperative for the organization to adjust to changes in the health care industry.

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