Case Study:

Creating a Unified Brand for Promoting Products via a Branding and Marketing Strategy

The National Association of Children’s Hospitals and Related Institutions (NACHRI) offers a database housing data for more than 160 children’s hospitals and distributes public policy issues and healthcare trends information to the field. NACHRI came to McKinley to better brand and position their suite of data-related products. We conducted a benchmarking study and connected with high-level executives on their needs, expectations, current behaviors and preferences. Our approach included branding to define the database products’ value proposition, identity and purpose. Our comprehensive research resulted in recommendations for a suite of products with its own visual identity and brand and cohesive marketing collateral to support promotion efforts. We also were able to segment NACHRI’s target audiences and identify specific messaging and communication channels to reach them.