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  • Sparrow: Simplifying healthcare
  • Simple. It’s probably the last thing that comes to mind when you think of healthcare. But for Sparrow, a Michigan-based health system, simplifying healthcare was essential to changing the way we think about it.
  • The challenge
  • Over the span of 100 years, Sparrow grew from a single hospital to a complex amalgamation of hospitals, athletic clubs, pharmacies – and even an insurance company. As each new entity began, it developed its own identity. Over time, Sparrow began to appear as a fragmented and disparate organization to the community they served. To change this, Sparrow needed to overhaul its brand in order to be seen as a single, cohesive organization.