Case Study: Esperanza Health Center

Strategy: As EHCs’ audience diversifies beyond Latino/Hispanic, they are seeking additional ways of speaking to these communities.

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Esperanza Health Center (EHC) seeks to provide high-quality, affordable health care in Jesus’ name and is committed to the promotion of the community’s health and well-being. They do this by:

Providing holistic care for their patients—care that looks at the needs of the whole person, including physical, social, emotional and spiritual well-being.
Ensuring that care is available and affordable to all, without regard for economic or social status or ability to pay.
As a Patient-Centered Medical Home, developing partnerships with each of our patients to pursue total health.
Working together with the Church and local organizations to bring healing and wholeness to this North Philadelphia community.

As the community continues to diversify, EHC is faced with learning to communicate to the different ethnic/cultural groups with universal language. We initiated research for a tagline that can connect with the different audiences and remind them that EHC is for everyone. They provided their strategic plan and other materials to aid in the research. In addition, we reviewed other similar healthcare nonprofits and their history to see how they addressed demographic shifts. Some rebranded their organization while others simply added a tagline. We recommend that they simply add a tagline since they rebranded in 2010 and their logo, we believe, is a strong and respected mark in the community. Take a look at the tagline research presentation above. EHS chose tagline #3.

The tagline was applied to the logo in a variety of ways. See below.