New Brand Identity for Rutgers Medical School Pediatrics Department
Key results
New Brand Identity
Increased Patient Awareness
Summary
As New Jersey’s leading medical school, Rutgers Medical School has integrative programs for various healthcare departments that blend the medical school programs with public health services for communities throughout New Jersey. Katava Marketing collaborated with Rutgers Medical School Pediatric Department and The Division of Adolescent and Young Adult Medicine (D.A.Y.A.M.) on a refreshed brand to reintroduce themselves and their public health services to the local community.
Services used
New Brand Identity
Increased Patient Awareness
Challenges & Goals:
Inclusivity-Driven Brand
The goal of the Rutgers DAYAM rebrand stems from their mission to be a pediatrics program for everyone in their local community. As a program that covers everything from pediatric primary care to LGBTQ+ and reproductive health services, it was important the brand reflects the mission of the program. Creating a unique brand under the Rutgers umbrella — instead of identical to the Rutgers visual brand — allowed for more opportunities to connect with the community beyond the medical school students and alumni.
Patient Education Needs
As a program that services a diverse community, patient education is key to successfully providing care to everyone. Katava Marketing helped design print marketing materials that were patient education-focused to ensure the target audience understood the importance of the services Rutgers DAYAM provides.
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