The role of the Medical College of Wisconsin (MCW) as a key driver of health and well-being was not widely recognized or appreciated by the communities it impacted most. Put simply, MCW lacked brand salience among local communities and throughout the national field of academic medicine. After an extensive agency review process, MCW selected HD to rebrand the organization. Our charge was to change perceptions and drive awareness of the brand by telling a more compelling MCW story to internal and external constituents.

After ten months of research and nearly 4000 touch points with MCW constituents, HD arrived at a powerful new Brand Defining Idea (BDI) for MCW: “The essential engine powering better health.” This BDI provided new internal clarity regarding MCW’s value proposition, and inspired HD’s creative teams to bring the brand to life in a new, more compelling manner.

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The new brand has been enthusiastically embraced by MCW employees, students, faculty, donors and partners. Leaders from across MCW have adopted the brand story as their own, taking care to use “Knowledge Changing Life” to frame their conversations with people inside and outside the organization. Faculty, students and staff report having a renewed sense of pride about being part of an entity that makes such a profound contribution to improving health for individuals and communities. Early returns from Year One of the “Knowledge Changing Life” campaign showed significant increases in brand reach, earned media, employee and partner engagement, donor affinity, and visibility for MCW in scientific and peer communities.

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