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CHI Health at HomeBranding FAQFebruary 2015
CHI Health at HomeAt the 2014 Leadership Summit, Dan Dietz, the president andCEO of CHS/CHI NHC announced our organization wouldalign to the new CHI brand as CHI Health at Home.In January 2015, CHS/CHI NHC kicked-off the transition tocoordinate its corporate brand identity with that of CHI.As we embark on the Next Era, our new brand will reflect ourbright new future as One CHI.CHI Health at Home/Branding FAQ2
Where We Are HeadedUnifying Our Services Under One Name Present a single-source solution for home-based services. Create a consistent brand experience for physicians, patients andconsumers. Become part of the local hospital or health system’s branding. Leverage existing equity in strong local or regional system brands.CHI Health at Home/3
CHI Health at Home Branding StrategyCHI Health at Home4
Unifying Our Offerings Under a New NameFormerly Consolidated Health Services/CHI National Home CareBenefits of new name Strengthens link to the CHI brand Demonstrates the organization isa part of a larger system Conveys a continuum of care Facilitates a shared sense ofpurpose Describes more clearly what weoffer Infuses energy and personality Creates marketing efficiencies5
What is a Corporate Brand Identity?When we refer to our ‘brand’, we are referring to more than justour logo or name.A brand is a business asset representing the promise and deliveryof experience across all audiences and touch points. Our brandestablishes relevance and differentiation, while creating value.CHI Health at Home/Branding FAQ6
Why are we changing our brand?Our brand is changing in order to align with the current rebranding CHI has established to unite all systems under the CHIname, linking all of us together as a leading health careorganization.CHI Health at Home/Branding FAQ7
Why did CHI decide to rebrand?While the CHI brand served the organization well in the past, today’s healthcare landscape has dramatically changed. Competition is stronger, health careis undergoing reform, care is shifting to the ambulatory setting with anincreasing importance in new approaches, and a shift in consumer demandstowards greater value and health.The new CHI brand strategy aims to unite our system under one name and asingle vision to move beyond exceptional medicine to exceptional health. Aswe move into the next era of health care, we believe our new brand strategywill better position us to create healthier communities through boldapproaches, new services, a stronger system and a keen consumer focus.CHI Health at Home/Branding FAQ8
Which locations or associates are impacted by the newbrand?Where you previously saw Consolidated Health Services or CHINational Home Care, you will now see CHI Health at Home.As a united system, we are well positioned to offer a unified nameacross all home-based services within CHI.All departments at the Corporate Office are currently working toadjust business operations to include our new corporate brandidentity and operating name.CHI Health at Home/Branding FAQ9
Which locations or associates are impacted by the newbrand?You will also see alignment in our CHI Partner markets across thecountry. We have already aligned the following locations: CHI St. Vincent Health at Home CHI Franciscan Health at HomeThe following locations will eventually align with the local CHI hospitalsystem to implement a local branding strategy throughout theremainder of calendar year 2015: Alegent Creighton Health at Home and HealthConnect at Home(all service lines) Memorial Hospital Home Health Mercy Home Care, Hospice, Infusion and HME VNA of Arkansas, St. Vincent Home Care and Petit Jean HomeHealthCHI Health at Home/Branding FAQ10
Which locations or associates will not be impacted bythe new brand?Currently there are no plans to change the name or branding of ourwholly-owned entities: American Nursing Care AmeriMed Patient Transport ServiceOur local partnerships with hospitals outside of CHI will also not beaffected by this transition, including: CornerStoneAmerican Mercy Home CareCommunity MercyKentuckyOne affiliatesCHI Health at Home/Branding FAQ Southeastern Home Care St. Elizabeth Home Care Good Samaritan Home Care11
How does this impact our mission and values?Our mission is to exceed the expectations of our customers,associates and shareholders in the delivery of health care andsupport services in a way that a caring family provides.This will not change.CHI Health at Home/Branding FAQ12
How does this impact our mission and values?We will see a transition in our values in order to fully align to CHI. These core values, almostidentical to many of the values of CHI Health at Home, define us as an organization andserve as our guiding principles.ReverenceProfound respect and awe for all of creation, the foundation that shapes spirituality, ourrelationships with others and our journey to God.IntegrityMoral wholeness, soundness, fidelity, trust, truthfulness is all we do.CompassionSolidarity with one another, capacity to enter into another's joy and sorrow.ExcellencePreeminent performance, becoming the benchmark, putting forth our personal andprofessional best.You can find more information about our mission, vision, and values on the CompanyIntranet under the Company Overview page.CHI Health at Home/Branding FAQ13
What materials can we expect to change as part of ourtransition to CHI Health at Home?In addition to a new logo that will support our unified name, additional updates willbe made to company collateral to reflect our new identity. You can expect to see thefollowing changes: The company website URL will change from consolidatedhealthservices.com tochihealthathome.com. New email standards and email signature structure to align to CHI’s standards. We are also working on updating associate email addresses (where applicable)to reflect the CHI Health at Home name(firstname.lastname@chihealthathome.com). The Company Intranet will be rebranded to reflect CHI Health at Home. The Weekly Update will be updated to reflect our new brand. Forms and policies will be updated (where applicable). Other applicable print materials and collateral, as needed.CHI Health at Home/Branding FAQ14
How do we use the new CHI Health at Home brand?As CHI rolled out the new brand program across the country, ourleadership team developed our own unique brand identity within the CHIenterprise. The ultimate goal is always to ensure proper representationof home-based services and each of our services lines.To ensure the Corporate office, each location, and service line is properlyrepresented, branding guidelines have been established and must befollowed by all associates.There are strict standards for logo usage (internal versus external) alongwith new request and approval processes for creating marketingmaterials that include the new corporate or local brand.To review these guidelines, please visit the Company Overview tab on theCompany Intranet. Under the New Branding Resources you will find allthe information you need to properly use our organization’s new brand.CHI Health at Home/Branding FAQ15
Can I update my email signature to include CHI Healthat Home?In order to represent CHI Health at Home in a professional mannerwhen communicating to associates, vendors, and patients via email,guidelines and signature template have been designed for associates toimplement immediately, across all service lines.The email guidelines and the new email signature format are availablein the CHI Health at Home Email Style Guide. You can also find thisresource on the Company Intranet under Communications / StyleGuide.CHI Health at Home/Branding FAQ16
Where can I find a copy of the new CHI Health at Homelogo?Low-resolution versions of the new CHI Health at Home logos areavailable on the Company Intranet under the New BrandingResources tab on the Company Overview page.These logos should only be used for internal purposes (internaldocuments, internal PowerPoint presentations, internal emails,branch flyers, and other internal communication pieces).Any templates used outside of the organization (advertising, publicrelations, sales and marketing, etc.) must be approved prior topublication or distribution. Visit the New Brand Resources tab onintranet, under the Company Overview page, for information on thereview and approval process.CHI Health at Home/Branding FAQ17
When will my location align to the new brand?We are currently working with internal departments, the localhospital systems, and the CHI National Communications team toprioritize next steps for our CHI Partner markets.Timeframes and next steps will be communicated to localleadership in these markets as information is known.At this time, there will be no branding impact on our wholly-ownedentities.CHI Health at Home/Branding FAQ18
What will change for our patients?Patients will continue to see the same caregivers. Patients shouldexpect the same high-quality care they have always received.CHI Health at Home/Branding FAQ19
CHI Health at HomeAs we continue to align our brand across all locations, we areconfident we are poised for great things in the years tocome. Together, inspired by our mission, we are a beacon ofhope for creating healthier, stronger communities, onepatient at a time.CHI Health at Home/Branding FAQ20
Thank You!If you have any additional questions, pleasecontact your manager or the CHI Health atHome Communications Department.
CHI Franciscan Health at Home The following locations will eventually align with the local CHI hospital system to implement a local branding strategy throughout the remainder of calendar year 2015: Alegent Creighton Hea
