Penn Medicine

the brand problem:
ACADEMIC MEDICAL CENTER AND WORLD-RENOWNED HEALTH SYSTEM ON THE EAST COAST, PENN MEDICINE, HAS ITS FAIR SHARE OF CHALLENGES TO WORK THROUGH TO INCREASE PATIENT REFERRALS AND APPOINTMENTS. 1) THERE'S AN OVERWHELMING AMOUNT OF HEALTH PROVIDERS OFFERING TREATMENTS, LIKE KAISER, WEBMD, CEDAR SINAI AND STANFORD, SO WHAT MAKES PENN MEDICINE THE BEST TO GO WITH? 2) WITH CONSUMERS BEING MORE DIGITALLY WIRED, MOBILE FRIENDLY, INFORMATION HUNGRY AND SOCIALLY ENGAGING TODAY, HOW DOES PENN MEDICINE STAY RELEVANT AND AT TOP OF MIND?

my challenge:
Changing the way patients and CONSUMER audiences view academic medical centers, like Penn Medicine, to be more convenient, patient-centered and cost-effective.