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Background:
ARAMARK Healthcare, a division of the Philadelphia-based ARAMARK Corporation, was formed in November 2003 to combine the management and client service approach of the company’s healthcare-focused Food, Facility and Clinical Technology Services businesses into one cohesive organization. The group also includes the market-focused business of Senior Living Services, launched in August 2003, and ARAMARK’s Canadian healthcare operations.


Objective:
ARAMARK Healthcare required a unified, integrated and strategic brand for the business, rather than focusing on the individual service lines, to position the company to the hospital C-suite as a provider of non-clinical services that are core to healthcare delivery. In addition, the new brand needed to have meaning and a message platform that could be executed through a comprehensive communications plan for the internal organization, external audience and the consumer/end-user population.

  • Facilitated a primary research initiative that encompassed multi-city focus groups with nurses, physicians and healthcare professionals; surveys and C-suite panels.
  • Infused the brand into all Human Resources activities, including recruiting, on-boarding, training and recognition programs.
  • Designed a thought leadership platform from which to speak of industry knowledge and participation, driving business decisions and PR initiatives on a higher level.