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About the New Health “System” for Southwest York RegionChallenge: The existing York Central Hospital brand and identity needs to change to reflect the mandate of the a Major Regional Hospital System York Central Hospital has been serving Southwest York Region for almost 50 years. This region has continued to experience explosive growth and new health services are required to serve the needs of our community. The government has entrusted the hospital with the responsibility for planning and developing a Major Regional Health System. This system will feature two full-service hospitals including a new hospital in Vaughan and a further redeveloped York Central Hospital, an expanded network of community services and affiliations with universities and colleges with teaching and medical research capabilities. In creating this Major Regional Health System, a new brand identity needs to be created. Southwest York Region is comprised of diverse communities with their own needs and expectations, all of which will be served by the new Major Regional Health System. We therefore need to create a recognizable, unified brand which reflects our diverse communities. About Brands What is a brand? A brand is the sum total of impressions derived from every experience in the relationship between an organization and its audiences. The brand is the bridge between the organization and all its audiences. Isn’t branding just for private sector or packaged goods companies? Absolutely not. The most common misconception about branding is that it refers only to products and large businesses, but not to services. Branding applies to almost everything and everyone. England is now a brand, as is every college and university in the province, and the communities of Vaughan, Thornhill, King City and Richmond Hill. Each of us, whether we know it or not, has a brand that we project. Branding is an optional issue, right? No. Brands exist through the ways in which people perceive organizations. Every organization is either voluntarily or involuntarily branded in the eyes of its audiences. We know many brands as products, such as Adidas and Pepsi, but organizations such as the World Trade Organization, UNICEF and Amnesty International are also brands. So are hospitals, like Sick Kids, Southlake and York Central Hospital. What We’ve Learned We’ve been talking and listening to people in our community, asking about what they want their new Major Regional Health System to be all about. The results of these ongoing consultations have been extremely useful and will continue to shape the direction of how health care is managed and delivered in our region. Based on the consultation that has been undertaken to date, here are some of the key conclusions that have been drawn: There are strong values and sources of pride that unite the people of Southwest York Region. Values and sources of pride that are shared by people from our community include the importance of multi-generational family interaction, celebrating and encouraging the diversity of our community, and deserving the very best new and modern amenities. People in our region look after one another. The values of our community are rooted in the strength we feel in our sense of family and togetherness. Life is different here – and we have a greater sense of responsibility to our neighbours than people do on other places. People want to see the new hospital in Vaughan get built. This has been an over-riding conclusion that has been more prevalent than almost any other. People in Southwest York Region want the new hospital in Vaughan to be built, and to be built within a spirit of unity and of people working together. Delivering on the vision of an integrated Major Regional Health System – under the leadership of a hospital corporation – is an exciting idea. There is a unique and important opportunity to make the vision of an integrated health system – one that experts talk about, but few places deliver upon – a reality. This vision of an integrated Major Regional Health System should be central to the new brand. Click here to tell us what you think |
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