Building Our Brand: The AdventHealth Way
AdventHealth’s marketing strategy is a reflection of our mission to extend the healing ministry of Christ. We communicate with compassion and excellence, rooted in whole-person care—body, mind, and spirit. Every touchpoint is designed to balance our faith-based foundation with modern, meaningful storytelling.
- Brand Voice
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Our brand voice embodies:
- Compassionate – We speak with warmth and care.
- Uplifting – Our messaging offers hope and encouragement.
- Calm & Confident – Professional without sounding clinical.
- Faith-Rooted – Inclusive messaging that honors our spiritual foundation.
Each message should reflect dignity, clarity, and positivity. We aim to inspire trust—not fear.
- Platform Strategy
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Facebook
System-wide presence with individual hospital pages managed by local marketing teams. These serve as a direct line to community members.
Focus Areas:
- Hospital-specific news and updates
- Local events and provider highlights
- Community connection and responsiveness
Instagram
Managed regionally (e.g., Central Florida, West Florida), allowing for personalized storytelling and local engagement.
Focus Areas:
- Team member spotlights
- Community events
- Patient journeys
- Regional relevance
LinkedIn
Used regionally and corporately to share professional stories and reinforce our brand among healthcare professionals, job seekers, and strategic partners.
Focus Areas:
- Team member achievements and career journeys
- Organizational milestones and thought leadership
- Recruitment highlights and professional recognitions
- Community and partnership-driven impact
YouTube
General AdventHealth channel managed centrally. Content supports brand storytelling, education, and outreach on a broader scale.
Focus Areas:
- Patient journey videos
- Health education and expert interviews
- Mission-driven campaigns and inspirational stories
- Series and playlists that explore whole-person care
- Content Highlights
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- Faith-Based Saturdays Weekly spiritually uplifting messages—rooted in mission, focused on scripture, prayer, or reflection. Purposeful and non-promotional.
- Whole-Person Care Stories Demonstrating how AdventHealth provides holistic care—medical, emotional, and spiritual.
- Local Community Impact Sharing stories from team members, community events, partnerships, and volunteerism that highlight our reach and compassion.
- Visual Guidelines
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- Use brand-approved fonts, colors, and logo placements
- Choose warm, authentic, diverse photos—natural over staged
- Avoid busy graphics or off-brand design elements
- Maintain a clean, professional aesthetic across all content
- Engagement Best Practices
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- Respond with kindness, clarity, and respect
- Use plain language—avoid medical jargon when possible
- Never offer medical advice or diagnosis online; refer inquiries to proper channels
- Keep captions short, benefit-driven, and mission-aligned
- Always ask: Does this reflect our purpose? Is this authentically AdventHealth?