In December 2014, Abra Marketing developed the branding for Sonoma West Medical Center in Sebastopol, California.
The Sonoma West Medical Center branding development was a particularly interesting project because it was part of the effort to reopen a closed hospital, something that is rarely successfully done.
The Sonoma West Medical Center rebranding presented an opportunity to connect to the extensive history of Palm Drive Hospital while communicating the new beginning that included important changes in the organization.
The very brief background of Sonoma West Medical Center is that it opened as Palm Drive Hospital in 1939. It served the West County community for many years before financial challenges led to its closing in 2014 after a 2nd bankruptcy.
Rebranding can be an important part of taking a company in a new direction. And in this case, rebranding was a critical part of the strategy needed to overcome the enormous challenges of reopening a hospital.
Starting with the existing Palm Drive Hospital brand, we had the strengths of a long history and connection to many in the community. However, given the years of financial difficulties, there was a lot of negative connection as well. This included a great deal of opposition to reopening efforts.