United Urology Group: Creating A Shared Brand To Invite Participation
Over several years, Chesapeake Urology grew to become the largest urology practice in the Mid-Atlantic region. More than just a large practice, Chesapeake cracked the code on a better operating model. It leveraged capital to create an integrated approach to care. It linked a network of medical offices and ambulatory surgery centers while providing patients access to super specialists, innovative diagnostic tools and advanced treatments. Creating a strong company culture, among other things, resulted in a dedicated staff and higher retention rate.
Creating A Shared Management Services Organization (MSO)
The founders recognized an opportunity to export their ”best practices” operating model to other regions across the country. Beyond that, they created a shared management services organization (MSO) to simplify back office operations, capital needs, HR, marketing and more.
Using Brand To Expand An Operating Model
In considering the best way to expand the operating model, it became clear that consumers and doctors both wanted the new regional organizations to have ties to the local community. Rather than export the Chesapeake brand, the decision was made to create a flexible branding architecture along with a new, shared MSO brand: United Urology Group.
Conveying A Sense Of Shared Values And Best Practices
A range of possible names were developed, with United Urology Group being chosen as the shared MSO brand. The new name articulates the essence of shared values and best practices across each and all organizations.
Core Identity System Elements
In addition to the MSO branding, a flexible naming architecture and graphic lock-up was created to manage regional brands in a similar manner. Add to that a clean, contemporary visual language and the whole becomes bigger than the sum of its parts.