Challenge:
Sheba Medical Center, Israel’s oldest hospital, struggled with brand recognition despite being a world-class institution. Although a significant portion of Israelis received care at Sheba, many referred to it by its location rather than its name, reflecting its lack of awareness. The hospital had no external communications strategy or internal communications department, largely due to its intense focus on patient care. Recognizing this gap, Sheba hired Red Banyan to elevate its brand and presence both nationally and internationally.
Action:
Red Banyan began by thoroughly understanding Sheba’s goals, market, and unique attributes through interviews with leadership, doctors, patients, and former executives. This deep dive informed the development of a comprehensive communications strategy and a refreshed brand.
We created new core messaging to guide all of Sheba’s communications, including social media, press releases, and web content. Red Banyan also established a system for collecting positive stories, trained senior leaders in media relations, and designed a new visual identity for Sheba. The approach was highly collaborative, integrating with Sheba’s internal team to ensure a seamless execution of these strategies.
Impact:
Following Red Banyan’s intervention, Sheba Medical Center achieved significant recognition.
Newsweek named Sheba a Top Ten Global Hospital for four consecutive years, highlighting the branding language crafted by Red Banyan.
The rebrand led to record-breaking fundraising and increased donor engagement. Additionally, Sheba’s role in partnering with medical institutions in nations involved in the Abraham Accords further solidified its international presence.
Red Banyan successfully positioned Sheba on the global map, ensuring lasting brand impact through a well-executed strategy and clear mission.