Facing competition from local health care providers and patient demand shift, hospital executive management team develops a strategic plan to change the hospital, including investments in new technology and upgrading of facilities to attract the best doctors and nurses. Under this plan, they hire consultants to design a new corporate identity for the hospital. This case of this complex project, focusing on the relationship between marketing and design as they work through the renaming of the hospital, creating a new identity to suit different segments of the population served by the hospital, and the implementation of a communication plan. "Hide
by Margaret Bruce Source: Design Management Institute 16 pages. Publication Date: January 1, 1994. Prod. #: 994020-PDF-ENG
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