As a leader in healthcare, UT Physicians knows exactly how to deliver services that people need, including innovative maternal care for patients from low-income populations. Their new program, which includes four separate components, is for women of childbearing age and deals with everything from getting patients moving more and eating better to helping them navigate the rough terrain of prenatal care. In short, they’re comprehensive and compassionate—wanting to help women care for themselves, their babies and their families at no additional costs for participants.
With all systems in place to start enrolling women on October 1, they hit a roadblock: what to call the program and how to communicate their message to internal audiences. They needed something that was warm, inviting and also helpful, and they needed it to be equally attractive to both partner clinics and to patients. In addition, they wanted a logo and overall identity that reflected both women and the organization’s existing branding.
That’s where we came in. Together with partner Kirby Kana, a seasoned graphic designer with a roster of non-profit clients, GlobalWrites created a look, a name, and a voice for the new maternal health program—THRIVE with UT Physicians. Showing a triumphant woman leaning forward into her future, the THRIVE logo encapsulates the program’s emphasis on radiant health while the tagline “For Women. For Life.” brings home the message that UT Physicians is here to support patients through every stage of their health journey. The five positioning statements summed up the overall program and each subsidiary program so that staff could easily make sense of how each component worked together and communicate that message to partners.
Now starting phase two, which includes marketing materials and a website, GlobalWrites, Kirby Kana, and UT Physicians are working together to ensure they meet their goal of enrolling 3,000 women in THRIVE by 2015. Learn more about the programs and see our work in action at ThriveUTP.com.
Sarah Gabbart is an expert in helping companies find their voice. A firm believer in the power of human-friendly business copy, she strives to make even the most complicated stories engaging. Sarah brings over a decade of industry-diverse experience in copywriting, corporate communications, and small-business management to the GlobalWrites team, and enjoys a regular contributor role at Houstonia Magazine.