Pioneer Memorial Hospital & Health Services is a private, not-for-profit organization committed to health, healing, and community. It is independently governed by a local nine-member Board of Directors. In 1991, Pioneer Memorial aligned itself with Sanford Health under a management agreement. While this integration with a larger health system benefits their patients by providing access to hundreds of specialty physicians and additional expertise, Pioneer Memorial’s Board of Directors was concerned patients may not support the hospital in Viborg and drive to Sioux Falls for care instead. We took their CEO and Board of Directors through our “Brand Discovery Session” to determine what made them unique and ultimately created a brand positioning statement, “The right care, right next door” and a brand franchise statement which was used throughout their marketing pieces. We also took their staff through a presentation of the new brand distinction with a formal “launch” event, giving out t-shirts with the new slogan and logo, etc.