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| A Conversation with Kathleen Peterson “In reflecting on the work I was privileged to do with Jeff, Harriet and their entire team, I am struck by the way the relationship evolved into true, mutually beneficial teamwork. In fact, I often found myself introducing HBG leaders and associates as members of ‘our team&rsquo and was apt to type ‘rosalindfranklin.edu’ as their e-mail addresses, because we worked so closely and so well that it was hard to believe they weren't in the adjacent office. And for a University whose primary differentiator is its focus on teamwork, imagine how refreshing it was to have business partners who didn't just believe in our philosophy, but actually lived it.” Located in North Chicago, Illinois, the former Finch University of Health Sciences/The Chicago Medical School was in search of a new name and identity that would reflect its new vision for predictive and preventive medicine and position it as a research center of excellence. HBG partnered with the University to create an identity that seamlessly encompassed its four separate educational entities, and established it as an innovator in medical education – all while honoring the extraordinary contributions of Dr. Rosalind Franklin to the discovery of the structure of DNA. How do you find the experience of partnering with HBG different from other ‘agencies’ within the communications sector?As a communications professional, I have had the opportunity to work with many marketing and strategy consultants — none of whom delivered the kind of tangible business results and thought leadership that Healthcare Branding Group brought to bear on each project and initiative. The impact of their work is evident in significant ways, not only at RFUMS, but also through the perspective they have provided to me in my own career and life. Indeed, HBG has changed the way we think. How has HBG helped change your perspective on branding?Our work with HBG began just at the height of what might be called an era of branding hype — when no one knew what it meant, but everyone thought they needed to commit some attention to it. HBG helped us cut through the hype, focus on what really mattered, and create an identity and market positioning that truly differentiates us. Their unwavering focus on business results kept us on course during changing times, and allowed us to move forward in powerful ways. How has HBG contributed to the growth of your organization?Today, Rosalind Franklin University of Medicine and Science stands at the forefront of inter–professional healthcare education, with a strong brand strategy that guides our work every day. Our students, faculty, staff and alumni have embraced our dedication to "Life in Discovery," and are proud to enthusiastically seed the University’s brand by sharing the stories of Dr. Rosalind Franklin’s life and research, and committing themselves to their own powerful aspirations, modeled after her legacy. Read more about Rosalind Franklin University of Medicine & Science > < Back to our client experiences 
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