Why we’re evolving the St. John’s Brand
St. John’s is currently undergoing a process that we are calling
a “brand evolution.” Our objective is to better describe and
communicate our organization’s offerings to Jackson Hole and the
other communities we serve.
In contrast to the national trend of rural health care institutions closing
or being bought out by larger institutions, St. John’s is fortunate
to be a fiscally strong and growing organization with significant involvement
in the community beyond the care we provide. Our clinical and wellness
services have expanded – with new physician practices, specialty
service lines, wellness programs, and off-site clinics. We’ve achieved
national recognition, attracted top talent, and continued to diversify
our care for a sustainable future.
The goal behind our effort is to build a brand that shapes, reflects, and
unites the integrated organization that we’ve become. This benefits
not only St. John’s, but the patients and community we serve. Therefore,
we have begun a brand evolution, which includes a transition of our name
from St. John’s Medical Center to St. John’s Health.
Why transition from ‘Medical Center’ to ‘Health’?
St. John’s is our name, and that won’t be changing. However,
when we assessed our current descriptor, “Medical Center,”
against a list of suggested alternatives based on industry best practices
and common uses, we saw an opportunity to more effectively communicate
who we are and what we offer to our patients, staff, and community. We’ve
become an organization that doesn’t
just care for its patients when sick, but continually supports them through
health and wellness.
What did this process involve?
Our work began with research and discovery, engaging St. John’s leaders,
employees, clinicians, stakeholders, community members, current and prospective
patients, and regional providers in focused studies around the St. John’s
brand. Focus groups, in-depth interviews, and online surveys revealed
key insights, gaps, and opportunities that will drive and inform the direction
of our work.
What other updates can be expected as this project progresses?
St. John’s will also be working to develop and refine its current
logo and visual identity, brand architecture, and brand messaging.
What other groups have played a role in this effort?
St. John’s Standards Committee, a team of 12 clinical, support, and
frontline staff, conducted internal research via online surveys and one-on-one
interviews for the purpose of driving internal messaging. A Brand Leadership
Group representing St. John’s key entities, departments, and service
areas was also formed to help govern, weigh in, and oversee the brand
What is the project timeline?
St. John’s Board of Trustees unanimously approved the organization’s
transition from St. John’s Medical Center to St. John’s Health
at their monthly public meeting on January 28, 2019. However, the new
descriptor (“Health”) will not take effect until the public
reveal of the organization’s new logo and visual identity later
When will employees be engaged?
Prior to the public reveal, St. John’s will begin rolling out its
new logo and visual identity to employees and staff. Until then, progress
updates and information around brand activation and implementation will
be shared periodically.
How much will this project cost?
To help reduce and spread out the costs of rebranding, St. John’s
is developing and rolling out the brand evolution in phases. Not all elements
of the organization will be rebranded at once; new projects will be rebranded
as they come up, and previous items will be redesigned as supplies run
low. A few highly visible items, including I.D. badges and our website,
will be updated during our public launch, but one should expect to see
both the new and old logos displayed in the community and on campus for
at least the next year.
Please direct any questions, comments, or concerns to 307 739 7495