GeigerBevolo Inc. 

Chris Bevolo will moderate “The Patient Centered Experience – Improving the Care Model” as part of the LifeScience Alley Annual Conference & Expo on Dec. 10, 2008 at the Minnesota Convention Center. The session will be held 2:15-3:45 p.m. as part of the conference’s “Innovation in Patient Care” track.

As the owner and president of GeigerBevolo, Inc., a Twin Cities firm nationally recognized as a thought-leader in healthcare branding, Bevolo believes healthcare providers need to move to a more consumer-centered approach to thrive in a changing market. He explains, “Market forces such as consumer-driven healthcare, increased competition and a new breed of industry influencers are combining to force healthcare providers to rethink their business models and redefine the marketing and branding strategies that allow them to compete.”

Bevolo moderates a panel of experts who will discuss innovative methods ranging from Web-based tools to provider-side approaches design to improve the patient experience and outcome. The panelists include David Herman, M.D., medical director of employee and community healthcare for the Mayo Clinic, and Marcia Miller, chief marketing officer for Carol, The Care Marketplace.

Conference keynote speakers will include Dr. Paul Keckley, executive director of the Deloitte Center for Health Solutions in Washington, D.C. and Dr. Peter Agre, professor and director at Johns Hopkins Malaria Research Institute, Bloomberg School of Public Health, and winner of the 2003 Nobel Prize in Chemistry.

Bevolo also has been a keynote speaker and a featured presenter on the topics of branding, innovation and the patient experience at healthcare conferences throughout the country. He is a returning speaker to LifeScience Alley Annual Conference & Expo. Based on last year’s figures, the conference is expected to draw together 1,500 life science leaders from 25 states and a dozen countries. Learn more at www.lifesciencealleyconference.org.

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On June 20, Foote Health System of Jackson, Mich., became Allegiance Health. Behind the scenes, GeigerBevolo worked extensively with the organization to develop this new brand identity.

GeigerBevolo began name exploration and logo development more than a year ago, in anticipation of the organization’s 90th anniversary. GeigerBevolo also helped develop a brand hierarchy and nomenclature system that emphasized simplicity and a patient-perspective across the system’s many facility sites, clinics and services.

A locally owned and locally governed health system, Allegiance Health serves the south central Michigan region near Lansing. Its 411-bed system features a full range of inpatient and outpatient services, state-of-the-art surgery facilities, a 20-bed Heart Center, an outpatient surgery center for same-day procedures, a new hospice residence and recently renovated Emergency Department.

To ensure consist application of the organization’s new name and identity, GeigerBevolo helped create an online guide for brand standards. The healthcare branding firm also designed many of Allegiance Health’s communications elements such as stationery, brochures, newsletters, vehicle graphics, building signage and a new Web site.

Special care was given to announcing the new brand identity to the community. A teaser and reveal campaign was used to help build excitement for both internal and external audiences, followed by a public campaign paying tribute to the heritage of the organization. Campaign components included television, print and radio advertising, a video program, a community benefit report, and more. To view the new Web site and video, please visit www.allegiancehealth.org.

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Chris Bevolo opened the Minnesota Health Strategy and Communications Network’s (MHSCN’s) 2008 Summer Conference with a keynote presentation on July 16. Building upon the conference’s do-it-yourself theme, Bevolo discussed brand strategy as the blueprint for how an organization wants to brand itself for the future, and how to lay the groundwork for developing such blueprints.

As the owner and president of GeigerBevolo, Inc., a Twin Cities firm nationally recognized as a thought-leader in healthcare branding. Bevolo reported both the good news and the bad news on brand building in healthcare. He asked, “Why brand strategies are only embraced by 5-10% of hospitals and health systems today?” Addressing this question, he offered suggestions and cautions for building brands when the organization isn’t ready for a brand strategy.

Bevolo has been a keynote speaker and featured presenter on the topics of branding, innovation and the patient experience at healthcare conferences throughout the country. He also authored the 166-page book, “A Marketer’s Guide to Brand Strategy: Advanced techniques for healthcare organizations,” published in 2008 by HealthLeaders Media, as well as numerous articles and white papers.

Most recently, Bevolo published “Pointing the Way,” a paper examining these emerging influencers, why are they important, what impact are they having now and could have in the future, and ideas for monitoring and potentially “influencing the influencers.” He will draw from this paper at his upcoming presentation to Iowa Hospital Association’s 79th Annual Meeting.

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At the Iowa Hospital Association’s 79th Annual Meeting, Chris Bevolo, president of healthcare branding firm GeigerBevolo, Inc., will offer a thought-provoking look at new sources influencing how patients choose their healthcare providers.

According to Bevolo, consumer-driven healthcare continues to spread, and how consumers make healthcare decisions is changing. “As consumers are asked to spend more of their own money to receive care, they will consider the entire spectrum of value, from access and expertise to service, convenience, and price. As a result, they are turning to new sources for help,” says Bevolo.

He adds, “Organizations such as information providers, health and wellness firms, employers, and patient brokers have the potential to have great influence with consumers when it comes to healthcare decisions. And those responsible for marketing and branding at healthcare provider organizations must understand how to consider these audiences in their strategies.”

Bevolo’s presentation will draw from “Pointing the Way” a recently published white paper. The paper and presentation examine these emerging influencers, why are they important, what impact are they having now and could have in the future, and ideas for monitoring and potentially “influencing the influencers.”

GeigerBevolo has gained a national reputation as thought leaders in healthcare branding. Supporting this position, Bevolo authored the 166-page book, “A Marketer’s Guide to Brand Strategy: Advanced techniques for healthcare organizations,” published in 2008 by HealthLeaders Media. He also has published a number of articles and papers, served as a judge in local and regional design and marketing competitions, and has been a frequent presenter and featured conference speaker on the topics of innovation, patient experience, branding, strategic design and positioning.

Most recently, Bevolo spoke as the keynote presenter at “The Power of Impressions” 2008 Conference hosted by The Beryl Institute in Dallas; the annual marketing mini-conference for Benedictine Health System of Duluth, Minn.; at the Illinois Society of Healthcare Marketing and Public Relations’ annual conference; and at the Forum for Healthcare Strategists’ national conference.

The Iowa Hospital Association’s 79th Annual Meeting will be held Oct. 7-9, 2008 at the Des Moines Marriott Downtown. For details, please visit http://www.ihaonline.org/am/am1.shtml.

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After nearly 13 years as co-owners of healthcare branding firm GeigerBevolo, founders Scott Geiger and Chris Bevolo have ended their formal partnership. Bevolo purchased Geiger’s share of the firm and will retain ownership of GeigerBevolo, while Geiger has initial plans to work as an independent designer and consultant. The company’s mission, focus in healthcare and service offerings will remain the same, and at this time the company name will remain GeigerBevolo 

“It’s been a terrific run for us – we’ve had so many successes, and impacted so many organizations with our work over the years,” said Bevolo. “It was just the right time for both of us to move in different directions, though we’ll continue to collaborate on branding efforts for some time to come.”

Both Bevolo and Geiger are excited to continue working together on an ongoing basis. Moving forward, Bevolo said he fully expects to engage Geiger for brand identity projects, design and more.

“Scott is one of the most talented designers in the country, and I can’t think of anyone I’d rather have developing corporate identities, patient experiences or corporate collateral,” Bevolo said.

Geiger said that he looks forward to exploring a number of opportunities, while working both with GeigerBevolo and other clients, in and out of healthcare. “I’m really looking forward to reenergizing, exploring new opportunities, taking on new challenges. At the same time, I’ll continue to enjoy working with Chris, his staff and GeigerBevolo’s clients.” He added, “We’ve forged some terrific relationships over the years, so it will be great to keep those flourishing.”

Bevolo and Geiger founded the firm in 1995, initially providing creative services to clients in a number of industries, with notable clients including Hallmark and State Farm Insurance. In 2003, the firm began working exclusively with clients in the healthcare field, providing brand identity, brand embodiment and brand promotion services. During the past five years, GeigerBevolo has become a recognized thought-leader in healthcare branding.

This year, Bevolo authored the book A Marketer’s Guide to Brand Strategy: Advanced Techniques for Healthcare Organizations, published by HealthLeaders Media. He is a frequent speaker on the topics of branding, service innovation, experience design, and is the author of numerous white papers and industry articles. GeigerBevolo’s work has appeared in dozens of publications, and the firm has received numerous awards, including the 2002 Integrity Award, sponsored by the Better Business Bureau of Minnesota and North Dakota.

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GeigerBevolo was honored with three gold, two silver and two merit awards from the most recent Aster Awards and Healthcare Marketing Report’s Annual Healthcare Advertising Awards. Both competitions are national award programs honoring excellence in healthcare marketing and advertising. Awards received were:

2008 Aster Awards: 

• Gold – Brookings Health System corporate identity (logo/letterhead design category)
• Silver – Foote Health System cardiovascular advertising campaign  (service line: cardiovascular category)

25th Annual Healthcare Marketing Report’s Annual Healthcare Advertising Awards:

• Gold – Hudson Hospital “Each Day, Healthier Together” annual report (annual report category)
• Silver – Hudson Hospital maternity care brochure  (brochure category)
• Merit – Brookings Health System corporate identity  (logo/letterhead design catergory)
• Merit – Foote Health System cardiovascular advertising campaign (advertising campaign w/o TV category)

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GeigerBevolo has engaged Iconoculture, a recognized leader in consumer trend research, to access the company’s powerful Web-based data resource. The award-winning company, which has been featured in dozens of publications across the U.S., uses an observational methodology to deliver a steady stream of fresh, fertile consumer insights, keeping clients on top of the consumer movements, trends and market facts that affect business.

“As a firm focused exclusively in healthcare, we’ve come to know consumers well in their role as healthcare consumers,” says agency president Chris Bevolo. “Having access to Iconoculture’s proprietary research and trend analysis will allow us to better understand how shifts in the market and culture outside of healthcare will impact our clients, healthcare providers.”

Iconoculture explores consumer trends and data in a number of different ways, such as by industry (e.g. health/beauty, transportation), demographic (e.g. Millennials, Boomers), multicultural (e.g. U.S. Latinos, African Americans). The firm also looks at various levels of consumer trends and research, such as  “macrotrends” that impact all consumers differently depending on their specific situation. For example, says Bevolo, Iconoculture has identified the “Ready, set, go!”™ macrotrend, which they describe as “Innovation plus convenience: the seamless combination is the ultimate answer to soothing the roaring demands of stressed-out consumers.”

“Clearly, mini-clinics are one product of this type of trend,” says Bevolo. “In what other ways could healthcare providers leverage this trend among consumers? Understanding the motivations and reasons behind these ideas will help us answer that question for our clients.”

For more information on Iconoculture, visit iconoculture.com. 

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GBi promotes Adam Meyer to design director 

GeigerBevolo, Inc. has promoted Adam Meyer to design director responsible for managing the creative content for advertising, brand identity, marketing communications and other work for the healthcare branding firm.Previously in the role of senior designer, Meyer has worked with GeigerBevolo for three years. He has also contributed as an independent designer and web developer, as well as in a client role while with North Memorial Health Care.

Meyer began as a graphic designer at North Memorial and was promoted to the position of multi-media developer overseeing both print and interactive media projects. While with the hospital, he contributed to such notable marketing efforts as the award-winning website, the HR employee recruitment kit, and the Living Well community newsletter.

Prior to joining North Memorial, Meyer served as graphic designer and web developer for Fanball.com, an online fantasy sports gaming company that rode the dot.com wave of the late 1990s. Previous to that, he worked at Alexandria Technical College in Alexandria, Minn.; freelanced as a web designer; and played guitar as a professional musician.

After studying art at Minnesota State University-Moorhead, Meyer earned his associate’s degree from Alexandria Technical College and his bachelor’s degree in marketing management from Concordia University in St. Paul, Minn. He is a member of American Institute of Graphic Arts and a resident of Robbinsdale, Minn. Originally from Madison, Minn., most of Meyer’s immediate family work in the healthcare industry.

Robyn Gagner joines GBi as office assistant

GeigerBevolo, Inc. has hired Robyn Gagner as the healthcare branding firm’s office assistant. She supports the company with general administration, as well as coordinating, scheduling and implementing projects for the firm’s own marketing efforts and those of its clients.

Gagner previously worked as an intern at Capsule, a Minneapolis-based branding and identity company. While there, she assisted with brand development and account management including coordination for a lecture series blending legal and marketing insights.Prior to her internship, Gagner earned a bachelor’s degree in communications from the College of St. Scholastica. In addition to her coursework, she acted in campus theatrical performances. She also was involved in promoting concert and events through the Stockfesapalooza, which enticed such headlining musicians as Motion City Soundtrack.

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GeigerBevolo president Chris Bevolo will be a featured speaker in a live webcast, Healthcare Branding: Advanced Strategies to Overcome Common Problems, on Thursday, May 29. The webcast, which takes place from 12:00 – 1:30 p.m. CST, is produced by HealthLeaders Media.

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A new book on branding authored by GeigerBevolo partner Chris Bevolo is now available. A Marketer’s Guide to Brand Strategy: Advanced techniques for healthcare organizations, published by HealthLeaders Media, is a primer for those healthcare provider organizations seeking to strategically build brands. Content includes:

• the value of branding
• why branding is essential in today’s market
• common branding myths
• how to create a brand strategy
• living the brand
• measuring brand effectiveness

Also featured are three healthcare providers who share their brand building stories. The book is available for purchase at www.healthleadersmedia.com/books. 

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