Meridian Behavioral Health: Core Brand & Architecture To Expand A Network
With mental and behavioral health awareness growing, Audax Private Equity saw an opportunity to reshape Meridian Behavioral Health into a larger, more successful behavioral healthcare network. At the time, Meridian was a collection of independent and loosely affiliated facilities that lacked a shared operating philosophy or go-to-market brand strategy.
Defining An Umbrella Statement To Preside Over An Entire Organization
Cue worked with Meridian to clarify an umbrella mission statement able to preside over the entire organization and its many facilities. The core brand idea, “The Healing Potential of Personalized Care” signaled a shift from an industry standard of institutional-style care to a more optimistic view of mental health.
Personalized care puts the patient and their potential at the center of care. This idea was not only core to how the brand went to market, but central to how the organization built its entire culture. The idea operated at a level that allowed every facility inside the network to embrace it as its own.
Core Identity System Elements
Based on the sharpened strategic mission, Cue created a new brand identity and expression for Meridian, clarifying its consumer proposition and signaling a new role in the industry. The new identity was designed to preside over a growing number of health facilities and behavioral health specializations across the country. The “North Star” icon represents the company’s diverse expertise and a symbol of Meridian as a standard-bearer of values common to the facilities it owns.
In addition to the core Meridian brand, individual facilities, often with longstanding local equity, were in need of strategic and identity updates. Aligning the proposition of each subsidiary organization to the parent brand created efficiencies in workforce and operations. Brand toolkits were created with functionality and similar assets simplified to deploy across brands within the network.
A flexible architecture was created to establish a relationship between the parent organization and the individual sub-brand facilities, based on their purpose and equity. As new facilities were acquired and rolled into the portfolio, Cue helped name, brand and launch each within the flexible construct.
Improving Subsidiary Brand Credibility
Individual subsidiary brands each became more credible within their categories of care and became more aligned overall with the behavioral care network.
A Growing Network Of Health Facilities
Today, Meridian Behavioral Health is a growing network of health facilities, addressing chemical dependency, addiction, mental health and other behavioral issues for men, women, adolescents and LGBT clients. With new acquisitions and growth of its portfolio, the company continues to sharpen its proposition, and codify its mission and values. Audax Private Equity continues to hold this growing mid-market leader.