Unifying an organization around a new brand
After HealthSouth, a leading provider of inpatient rehabilitation, expanded its position in post-acute care by acquiring Encompass Home Health & Hospice, the two companies needed to align on a brand that would support its business strategy. The new brand would have to stand out in the fast-paced U.S. healthcare space and work to unify a combined 35,000 employee workforce.
Prophet started by helping to create a distinct brand strategy that communicated HealthSouth’s commitment to driving integrated care and improving health outcomes. As a result, a powerful new brand emerged, one that drew upon the strengths of both HealthSouth and Encompass Home Health & Hospice to communicate something bigger, stronger, and more united: Encompass Health.
The decision to rebrand represented a significant change, as employees felt great pride in the companies they had respectively built. Prophet worked to define a new purpose to function as the guiding North Star for the newly aligned business and to inspire employees and the broader set of stakeholders including patients and healthcare partners. Through thousands of employee submissions and interactive group sessions, Prophet uncovered the critical elements of the culture and ways of working to carry across into The Encompass Health Way, a core set of values to be shared across the business to equip employees to lead the change. A detailed engagement and communications program was developed and activated, cascading from the company’s executive leadership program to local leaders and front-line employees.
The company’s employer brand also needed to reflect the promise and opportunities of a more integrated and forward-thinking healthcare company. An Employee Value Proposition (EVP) was developed to align with the enterprise brand and refined messaging and experiences were developed to help recruit desired talent segments. Also, the company previously did not have a marketing and communications function in place but recognized the importance of having a dedicated organization to steward the new brand and optimize the company’s investment. We designed the organization and operating model needed for a new Marketing & Communications function, and stood up this team throughout its first year with the planning, processes, and governance needed to create sustained impact.
The Encompass Health brand launched on January 1, 2018, with the Encompass Health brand gradually rolling out across all 127 hospitals and 237 home health and hospice agencies through the first quarter of 2019.
The transformation is already realizing impact. 100 percent of Human Resources Directors surveyed agreed the company was successful in defining a set of values that represented the strengths of the employee culture. In the initial markets to transition to the Encompass Health brand, the new EVP and recruiting experiences have also accelerated change through an increase in job applications of +18 percent YoY in the first six months after the rebrand.
President and Chief Executive Officer, Encompass Health
"Throughout this process, we worked closely with Prophet to define a brand strategy that would improve awareness of our business strategy and the value proposition for each of our business segments."
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