Advanced Diagnostics Healthcare System
The Advanced Diagnostics Healthcare System (ADHS) started as a mobile diagnostic radiology service and grew to include hospitals & clinics, specialty centers and a network of physicians and surgeons in Houston and Dallas. When ADHS’ leadership set a business goal of adding 5-7 additional hospitals within 5-7 years, they commissioned Axiom to conduct a corporate rebrand in order to best represent ADHS’ present and future scale.
To craft a unique brand position and differentiate the Advanced Diagnostics Healthcare System (ADHS) from the bureaucratic “big box” healthcare systems that they could now compete with, we began with THE AXIOM™ — our brand strategy and positioning process. This entailed facilitated discovery sessions, market context and competitive landscape research, target audience profiling and SWOT analysis. From there positioning, brand essence, differentiators and key selling messages were defined. This process informed our creation of a logo identity system, multiple websites, social media branding, video animation and more.
“The rebranding process with Axiom was rewarding and successful — even under the duress of conducting discovery sessions during the pandemic. The Axiom team helped to “reveal” our brand truth and position the organization authentically. Our brand identity system now has clarity and is cohesive, which will help our internal marketing team as ADHS continues to grow. And, we’ve evolved our branding initiative to an integrated marketing program, with Axiom executing a digital strategy to help us connect with our audiences and create lead conversions in a highly targeted and measurable way.”
SHAWN COLLIER, CHIEF MARKETING OFFICER
THE AXIOM™ Marketing Strategy Profile is both a process and a deliverable — and it serves as the foundation and guidance for any subsequent, fundamental branding initiatives. Through this process, THE AXIOM identifies the brand truths of positioning and persona. THE AXIOM often also provides a customized tactical rollout plan to support and nurture the resulting new brand.
SUB-BRAND IDENTITY SYSTEM
ADHS BRAND STANDARDS
Website results after just three months of monthly search engine optimization services.