Cardiac Wellness was founded by Dr. Lee Surkin to bring new and innovative approaches to treating his patients. As a Board Certified Cardiologist, trained at Yale University, Dr. Surkin also earned a Master of Science in Human Nutrition from Columbia University making him uniquely qualified in the prevention and treatment of cardiovascular disease through standard medical treatments plus integrative therapies.
The Opportunity
In 1998, the publicly-owned Pitt County Memorial Hospital transitioned into University Health Systems, a privately-held, not-for-profit regional health system that serves 29 counties in eastern North Carolina. As part of this transition, Eye Integrated was invited to be part of the steering committee for the initial branding effort.
The Solution
The new system had a complex hierarchy that required the development of clear brand segmentation for both operating divisions and local hospitals.

As the health system took shape, Eye applied its integrated approach while working with many of the system’s subsidiaries to produce comprehensive solutions that fit within the overall brand strategy. Subsidiaries were treated as separate clients with distinct budgets and everything produced was consistent with the overall brand of the parent company, University Health Systems.

While working with two other agencies, Eye participated in the development of the new corporate identity system for UHS, including all collateral materials. Also vital was the creation of a new database-driven website with numerous back-end administration interfaces.

In addition, Eye was asked to work on numerous other brand-related projects, including an Annual Report for the Leo Jenkins Cancer Center, one of the Health Systems’ Centers of Excellence.

The Result
Internally, our long-term, multi-dimensional branding strategy was instrumental in affecting cultural change among employees, as UHS moved from a public bureaucracy to a dynamic private health system. Externally, we promoted UHS’s commitment to the continuum and quality of care UHS provided to patients throughout the region.

Eye Integrated was asked to become the agency of record for the new health system in 1998. While working with University Health Systems, Eye developed ad campaigns as part of the initial and ongoing branding efforts, including print, TV, radio and web. Eye worked with over 16 different subsidiaries of the health system and developed over 860 distinct projects between 1997 and 2008.

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