The Challenge:
Family Health La Clinica was perceived primarily as a healthcare provider for the Hispanic/Latina and migrant communities. This perception limited its reach and made it difficult to connect with other demographics, despite its overarching mission to provide inclusive healthcare services to everyone in need.
The Solution:
THIEL took on the challenge of not just renaming but redefining the clinic’s ethos to ensure that its brand resonated with the inclusive, compassionate care it provided. The new name, Noble Community Clinics, was chosen to embody the clinic’s core values: providing high-quality care with kindness, breaking down barriers to accessibility, and continuously advocating for equity. The rebrand was deeply rooted in the clinic’s manifesto, highlighting their dedication to building a healthier, more vibrant world “because it’s the right thing to do.”
The internal launch was meticulously planned to infuse the staff with the spirit of the new brand, empowering them as ambassadors of change. Externally, the rollout was executed through storytelling in campaigns, highlighting patient stories and staff commitments to demonstrate the tangible impact of “the right care, the right way.” This approach not only repositioned Noble Community Clinics within the marketplace but also deepened connections with existing patients and reached new ones, truly embodying the noble cause at the heart of their mission.