York Central Hospital
In 2007, York Central Hospital received the lowest patient satisfaction scores in the province of Ontario. In the preceding five years, in an effort to define a culture that would inspire the organization to higher achievement, the hospital’s leadership had retained consultants to attempt three separate branding initiatives – all of which yielded unacceptable results.
My task was to facilitate development of a concise, memorable, authentic, inspirational and aspirational brand foundation that key stakeholders throughout the organization could enthusiastically buy-in to and live every day in their jobs.
In the course of overcoming a number of challenges, this was achieved through a series of working sessions with a wide variety of stakeholders, including physicians and front line staff, volunteers, the local community, the CEO and the Board of Trustees – which gave its unanimous approval in October 2008. By June 2009, a further two brand foundations were completed: one for the hospital’s Volunteer Association, and one for its fundraising Foundation.
CORE PURPOSE – why we exist
To enrich the health and well-being of our diverse community.
VISION – where we are going, and how we’ll know we’re there
To be the finest community hospital in Canada.
MISSION – what we do every day to get there
We reach out – with expert and compassionate care.
VALUES – what we believe; our principles
Accountability | Collaboration | Leadership | Respect | Safety
POSITIONING STATEMENT – how we say our difference
Caring to make a difference™
CHARACTER – how we act; our voice
Caring | Friendly | Professional