Atrium Health and Carolina
Neurosurgery & Spine Associates
New JV name creation
Social media platforms
Branding A Partnership Between Two Spine Care Juggernauts
For decades, Carolina Neurosurgery & Spine Associates and Atrium Health worked together to deliver innovative spine care to the Charlotte region. When they decided to formalize this cooperation by forming a joint venture, they needed help introducing this new entity to the market.
The challenge was to create a new identity while also capitalizing on the established reputations of the two respected healthcare organizations.
See examples of our work for SpineFirst below.
A New Identity
The first and biggest challenge was to create a name for this new entity that encapsulated the essence of its mission, while being concise enough to remember. The name development process involved creative thinking, as well as competitive research and domain name acquisition.
While multiple viable names were developed and considered, SpineFirst stood out above the rest. Our task was to then develop a logo and establish brand guidelines to ensure consistent use in marketing and throughout the two partner organizations.
We created a SpineFirst website to generate excitement for the new partnership as well as to explain its purpose and help patients and referring providers find SpineFirst locations.
Other essential elements of establishing an online presence included creating a Google Business Profile and social media accounts.
Internal And External Communication
The introduction of SpineFirst included multiple audiences. There was, of course, potential patients. But we also needed to reach referral sources as well as the employees of the partner organizations who did not know about this new partnership.
In addition to a press release, we created separate internal messaging for Carolina Neurosurgery & Spine Associates and Atrium Health to use for educating their respective teams of employees.