Challenge

North Valley Hospital, a small community hospital in Whitefish, Montana, was changing. The sleepy ski town around it had begun to see dramatic growth in the last decade, and the hospital’s role of providing immediate care and basic services was rapidly growing out of step with the community it served. An influx of new residents accustomed to top-notch healthcare only minutes away, the need for an increasing array of services, and the limitations of an outdated facility gradually brought matters to a head. In response, North Valley began making changes in every aspect of service—breaking ground on a new home, adding new people and capabilities to fill that home, and perhaps most significantly, embracing a new way of providing care.

That way is the Planetree® philosophy, an integrated method of looking at healthcare as the interaction between mind, body, and spirit. Moving away from simply diagnosing problems and prescribing treatment, Planetree seeks to engage and involve the patient as an advocate for his or her own health, and its member hospitals find ways to encourage this involvement through positive environments, compassionate care, and the best treatment and facilities possible.

Banik Solution

• North Valley needed a new image and a new message to communicate its new approach, and be realistic while differentiating the hospital from other healthcare options in the valley.
• To fulfill this challenge we developed a new theme, expressed in the brand position, “A different kind of hospital, a different kind of care.” Focusing on North Valley’s new emphasis on individual, compassionate care, holistic approach, and nurturing environment, we created a new image of bright, warm colors, positive imagery, and straightforward text that reflects and expresses this new approach.