After taking on a new name, Lightstream’s longtime client Salinas Valley Health recognized the need to amplify its community connections, stoking new relationships with its heightened identity and ensuring existing relationships weren’t lost in the change. Beyond this, the health system wanted to craft a brand persona that more closely reflected its commitment to helping the community rise in good health.
To ensure an effective and strategic process, Salinas Valley Health turned to Lightstream to develop a relatable and authentic rebrand of its social channels that highlighted the health system’s expertise, service lines, and exceptional care. Our agency launched a digital rebranding campaign that positioned the health system as a regional leader in quality care and empowered potential patients.
Undertaking a Total Transformation
Understanding the core of Salinas Valley Health’s challenge involved recognizing the need to communicate a new chapter in its story. Lightstream’s comprehensive digital rebranding strategy went beyond surface-level changes. It redefined the health system’s social media presence, crafted content that directly addressed the community’s needs, and ensured that every message reflected Salinas Valley Health’s commitment to care and excellence.
Transforming the health system’s total digital presence included:
- Refreshing and rebranding all social media channels and existing content to align with the new identity
- Redefining content categories to reflect updated brand focuses and values
- Developing visually cohesive, category-aligned templates to share impactful and meaningful stories
Prior to the launch of all assets, teasers about the rebrand were released on social media platforms to pique interest and begin driving engagement and traffic. Our agency also commenced the extensive process of updating all existing collateral with the new logo, name, and brand design preferences, including colors and fonts.
Salinas Valley Health’s new vision statement succinctly captures its overarching goal: “A community where good health grows through every action, in every place, for every person.”
For the campaign, Lightstream and Salinas Valley Health implemented strategic tactics to maximize visibility and impact, including:
- Content categories and strategies that prioritize expert health insights, accessible leadership messaging, promotion of community health events, and transparent employee updates
- Poignant brand statements that emphasize the health system’s continued commitment to excellent patient care while debuting the new look
- Spanish translations of content and far-reaching social channels like Instagram reels, expanding accessibility and empowering increased reach and engagement
The campaign also embraced an innovative form of social media marketing on Instagram: the grid takeover. In this approach, posts are strategically planned out so that the photos line up to form one cohesive image or concept when viewing the profile. This stand-out method established and amplified the health system’s new voice and contributed to a professional but accessible atmosphere.
Together, all campaign elements and strategies melded into a unified, uplifting snapshot of Salinas Valley Health’s refreshed brand, fostering trust that broadened engagement and meaningful connection with the community.
A Surge in Reach, Recognition, and Regional Trust
Teaser posts were released ahead of the social media rebrand, which aligned with the overall system-wide rebranding. The results were tremendous and immediate: In the week following the first teaser post, the health system’s Instagram profile saw an 800% increase in new followers and a 370% increase in profile visits. Within the first week, Salinas Valley Health’s total reach had surged by 65%, and the account was gaining new followers daily.
These numbers signal real community connection and tangible growth for the health system, translating to more potential patients and talent leads. They also demonstrate the profound impact of thoughtful, innovative marketing strategies in healthcare.
Claudia Pizarro-Villalobos, Director of Marketing and Communications at Salinas Valley Health, encapsulated the digital rebrand journey’s impact: “Partnering with Lightstream has always been beneficial for us, but our latest collaboration has been truly transformative. Lightstream’s expertise in digital strategy and analytics has not only elevated our brand but also deepened our connection with the communities we serve, allowing us to reach more individuals and effectively communicate our ongoing commitment to exceptional care. We’re proud to see our values and mission reflected so powerfully.”
The digital rebranding campaign received a 2023 Healthcare Digital Marketing Gold Award for Social Media Content, helping to set a new standard for how health systems engage with their communities, ensuring every message and every interaction contributes to a healthier, more connected world.
Are you ready to redefine your brand’s digital presence and connect more deeply with your community? Let LIGHTSTREAM guide you through a transformation that transcends the conventional and authentically resonates with your audience. With specialized healthcare experience, we have a deep understanding of your needs and challenges, so we can effectively help you elevate your hospital or health system’s brand, expand its reach, and make genuine connections that lead to exponential growth. Reach out to reimagine your brand’s future today.