Madonna Rehabilitation Hospital, a national leader in rehabilitation care and research, has modernized its branding and developed a new 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 and families, as well as 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 ties to the hospital's Catholic heritage. With the input gleaned from research, Madonna marketing and public relations staff and Thought District created new branding standards and developed communication materials highlighting the hospital's unique strengths.
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 know immediately how to access the information they need. 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 have helped us create a site that 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 firm 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 and we work closely with hundreds of excellent hospitals," said Lommel. "With a stronger, more visible presence within the national market and online, we hope to help even more patients get the rehabilitation expertise they need to reach their very best outcomes.
Madonna Rehabilitation Hospital is one of the nation's foremost facilities for medical rehabilitation and research. Specializing in traumatic brain injury, spinal cord injury and pediatric rehabilitation, Madonna offers hope and healing to thousands of patients from throughout the country each year. Madonna's team of highly specialized physiatrists, therapists, rehabilitation nurses, clinicians and researchers work with the most advanced technology and equipment to help each person achieve the highest level of independence.