Madonna Rehabilitation Hospital refreshes brand, launches redesigned website
Madonna Rehabilitation Hospital, a national leader in rehabilitation care and research, has modernized its branding and redesigned its website to help individuals quickly access accurate information.
In partnership with Lincoln-based marketing communications firm Thought District, the hospital began the rebranding process by researching the opinions of employees, former patients, physicians, insurance providers and discharge planners.
"We were surprised to see how many of the same words were used by all of the surveyed audiences to describe Madonna," said Monte Olson, Thought District president. "People have a strong connection to Madonna and used terms, such as 'believe,' 'leadership,' 'innovation,' 'respect,' 'miracles' and 'family' to identify what Madonna means to them."
Thought District's creative team refreshed Madonna's business line logos using a clean, modern sans serif font and a sharper "M" icon. The icon includes the Benedictine cross, maintaining the hospital's ties to its Catholic heritage. With the input gleaned from research, Madonna's marketing staff and Thought District created new branding standards for all communications.
Madonna President and CEO Marsha Lommel provided the vision for the hospital's website redesign. "First impressions are important," said Lommel. "When visitors come to a website, they want to access the information they need immediately. Whether you are a patient, a health care provider, researcher or just want to learn more - there's a button for you right on the home page," Lommel said.
The site features professional photography of Madonna staff and patients. "It's bold," said Molly Nance, director of marketing and public relations for Madonna. "The website showcases the innovation, expertise and compassion that makes Madonna the rehabilitation hospital of choice for those with brain injury, spinal cord injury or other disabling injuries or illness."
The new website at www.Madonna.org is hosted by FireSpring, another Lincoln-based business leader.
"FireSpring has an easy-to-use content management system, which allows great flexibility and functionality on our dynamic site," said Nance. "They helped ensure our site looks great in all types of browsers and on various sized monitors," she added.
Madonna marketing staff partnered with social media experts at Redstone, a marketing agency in Omaha, Neb., to apply the refreshed branding to Madonna's Facebook page and help develop a search engine marketing strategy.
"Madonna is well known throughout the rehabilitation industry," said Lommel. "With a stronger, more visible national presence, we hope to help even more patients get the rehabilitation expertise they need to reach their very best outcomes."