Health care consumers have historically had only intermittent, episodic relationships with doctors, hospitals and other care providers that were driven almost entirely by illness or injury. In an effort to change this negative, inefficient and sometimes intimidating dynamic, Steward developed a new, patient-centric approach dedicated to creating continuous, lifelong relationships driven by health rather than sickness. Because of some initial customer confusion around the new model—and because several competitors in the market were already touting similar sounding programs—we needed to name and brand it in a bold, simple, immediately memorable way.
