Does Your Health Center Have Strong Brand Recognition?

How do you take a struggling brand from a paltry 23% recognition to 94% and double your patients? Murray Steinman knows the answer.

Some backstory: In 2015, as the new CEO, I was tasked with rebranding our federally qualified health center. We surveyed 400 people, and only 23% recognized the health center's brand. Also, nearly 90% of those who recognized the brand thought the health center was the county health department and only served low-income people or those without health insurance.

This showed we needed to change how people saw us and strengthen our brand.

Enter Murray Steinman, CEO of Flying Horse Communication in Bozeman, Montana.

Last week, our CEO Connect Boot Camp hosted Murray to share his expert insights on branding and how it can transform a health center's reputation and impact.

Our rebranding aimed to increase our brand recognition, attract new patients, eliminate the stigma surrounding the health center's services, recruit high-quality providers, and be the provider of choice in the communities we served.

Murray's expertise and guidance helped drive a successful rebranding campaign.

After the first year:

✅Brand recognition increased to 67%.

✅Over half of respondents accurately identified our services and knew we served everyone.

By 2023:

✅Brand recognition reached 94%.

✅83% of respondents understood our services and mission to serve everyone.

Additional achievements:

👉We doubled unique patients.

👉We opened new sites.

👉We successfully recruited several high-quality providers.

👉We became a strong competitor in the market.

Murray provided our Boot Camp participants with a value-packed hour of information and helpful tips on branding their health centers and standing out among the competition.

If you want the same advice from someone who has successfully rebranded 80+ organizations, including community health centers, join us for the next CEO Connect Boot Camp round! Doors open in February 2025.

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