With more than 1,000 hospital and other healthcare clients in 46 states, Alliance HealthCare Services is the largest provider of advanced outpatient diagnostic imaging services in the United States. Alliance provides state-of-the-art treatment and care for cancer patients, operating 479 diagnostic imaging systems and 22 radiation therapy centers, and performing more than one million scans annually.
Alliance HealthCare Services, formerly Alliance Imaging, approached Hershey|Cause looking for a name and brand identity that more appropriately expressed its wider range of services, including imaging-, surgery- and oncology-specific divisions. However, it was also critical for each division to be able to stand on its own publicly as well.
Through an evolution of its name, logo and look, Alliance HealthCare Services was established to embody the breadth and scope of Alliance and its divisions' work. We developed a logo and identity system that maintains the consistent brand personality and yet allows distinction for each entity.
We developed universal positioning statements, speaking to Alliance's mission of providing exceptional patient care and delivering seamless, comprehensive and quality-focused healthcare services in partnership with hospitals, medical groups, cancer centers and physicians nationwide. We also created key supporting messages and proof points for each division.
We launched the brand internally before the public launch by presenting employees with the new identity, walking through the branding process, explaining the nuances of how each division works within the umbrella brand of Alliance HealthCare Services and introducing new marketing tools to use in its sales outreach.
