Refocus a brand identity internally and externally
Acelity, a leader in advanced wound care solutions and therapeutic medicine, looked to Hawthorne Strategy Group to develop and implement strategic internal and external communication campaign during a time of transition. At the core of Hawthorne’s efforts was tailoring their message for stakeholders in the evolving healthcare landscape where companies are challenged to support clinicians in the shift to value-based care, a new model of healthcare in which providers are paid based on patient health outcomes as opposed to the number of healthcare services they deliver.
Changes in the industry spurred the need for Acelity to develop new strategic communications efforts. Compounding this need, a companywide survey on communication effectiveness revealed that one-third of those surveyed did not believe they had access to the resources they needed from internal communications. As Acelity looked to redevelop much of their marketing and communications framework for employees, internal stakeholders, and the public, Hawthorne was brought on board to lend their expertise and help navigate this changing landscape.