How HIMSS framed its rebrand as more than a facelift

The storied health care organization wanted to reshape its core values to address changes in the health care industry. Here’s what communicators can learn from the exercise.

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Many organizations see a rebrand as just retooling a logo or updating visual iconography.

That’s a mistake, according to Terri Sanders, senior vice president of enterprise marketing and communications for HIMSS. The global health care nonprofit that connects provider organizations, professional service groups and more (it counts its membership at more than 80,000 worldwide) just completed a comprehensive rebranding campaign.

Sanders says the process was highly illuminating, and she offers takeaways for communicators in all kinds of industries, but especially in the health care field.

Why a rebrand now?

It is crucial for any organization considering a rebranding campaign to answer why it has to change. For HIMSS, Sanders says it was imperative for the organization to adjust to changes in the health care industry.

“The rebrand of HIMSS stems from a shift in the health care industry itself,” she says. “Right now in health care, it’s really an exciting and transformative period … because there is an unprecedented amount of change occurring in the health space.”

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