Greater Rochester Independent Practice Association (GRIPA) Overview

GRIPA, an organization of nearly 800 community-practice physicians in Rochester, New York, was facing the end of the traditional HMO-based contracting system for its members. A forward-looking executive team had identified Clinical Integration as a progressive business model. Clinical Integration promised the delivery of higher quality care by creating a connected community of physicians, hospitals, labs, imaging facilities and pharmacies, who share patient information electronically and adhere to clinical care guidelines. How best to garner the approval and participation of member physicians, particularly for a business model that no one had seen in action?

Change is always hard. But branding the vision and then communicating it effectively makes it possible to achieve.

Program Launch: Brand & Identity

A rapid start to the launch of the Clinical Integration program was crucial. Based on qualitative research of the key influencers and targets, we develped a short-term brand with a name, some inspiration in the form of a tagline and messaging that triggered emotional connection.

Program Launch: Physician Web Site

GRIPA was asking a lot of its physician members; to change the way they practiced, to change the way they worked with each other, and to change the way they were paid for the work they did. A clear and cogent explanation of Clinical Integration was required. Over the course of just a few weeks, we built an informational web site designed to get the most important facts in the hands of the doctors. Design elements for this site were migrated over to the eventual GRIPA Connect physician portal that doctors use to access and share patient information.

Visit the site at http://gripaconnect.com.

Program Launch: Physician Brochure

We followed up the web site with an all-in-one-place factual brochure on Clinical Integration for the physicians. Our emphasis was on benefits that we knew mattered to these community-based physicians: technology made accessible; knowledge made applicable; collaboration made possible; patients made healthier.

GRIPA: Defining the Overall Brand

With the physician education and engagement campaign underway, and Clinical Integration being implemented, it was time to begin communicating with other audiences: employers, insurers, patients, and the community. The first step was a brand for the entire organization. Through our Brand Positioning Workshop, and our brand identity creative process, we developed this logo and tagline for GRIPA.

Brand Stationery Package

Design elements for the GRIPA brand were further developed for the stationery package.

GRIPA Signage

We created signage for the GRIPA headquarters.

Brand Stationery Package

Design elements for the GRIPA brand were further developed for the stationery package.

Email Campaigns 2

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Email Campaigns 3

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GRIPA Signage

We created signage for the GRIPA headquarters.

Web Site

The next step was to go truly public with a web site aimed at all of GRIPA’s target audiences.

Visit the site at http://gripa.org.

Physician Newsletter

To stay in touch with physicians on a regular basis, particularly through the implementation of Clinical Integration, we created a content and design template for a regular newsletter.

Flash Presentations 1

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Flash Presentations 2

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Flash Presentations 3

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Tradeshow Banners 1

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Tradeshow Banners 2

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Tradeshow Banners 3

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RadioCampaign 1

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RadioCampaign 2

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RadioCampaign 3

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AnyType 1

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AnyType 2

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AnyType 3

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