BRANDGUIDELINESFORHSEANDFUNDEDAGENCIES2NDEDITIONHSEDIVISIONSHOSPITALGROUPSCOMMUNITYHEALTHORGANISATIONSPATIENTSAFETYHEALTHCAMPAIGNSCONTENTS1.Introduction2.PurposeandBackground3.PolicyPrinciplesforBrandGuidelines4.HSEBrand5.BrandGuidelinesforNationalDivisions,ProgrammesandServices6.BrandGuidelinesforHospitalGroupsandCHOs7.BrandGuidelinesforMarketingandAdvertisingCommunications8.BestPracticeGuidelinesforDevelopingHealthandSocialCareBrands9.ContactsWHATISABRAND?Abrandiseverythingyourpublicthinksofyou,andshouldbedeeplyanchoredinmeetingtheinherentpublicneedsandexpectationsofthehealthservices.Healthandsocialcarebrandshavetofacilitatethelevelofconfidence,trustandengagementthepublicneedsfromitshealthservices.Thisisuniqueinitsimportanceforapublichealthsystem.AbrandoperatesatbothanemotionalandfunctionallevelandassuchweneedtoconsiderthebrandingprocessfortheIrishhealthservicesatanationallevel,aswellasatalocalorganisationallevel.WHATARETHESEBRANDGUIDELINES?TheHSEasanorganisationrepresentstheIrishpublichealthandsocialcaresystem,andoverthecomingyears,willexperienceongoingorganisationalchange.DuringthisprocessitisexpectedthatnewhealthandsocialcareorganisationslikeHospitalGroups,CommunityHealthOrganisations,NationalDivisionsandProgrammeswillbebuildingtheirownidentitiesasourpublichealthandcareservicesevolve.DuringthistimeofenormouschangealevelofstabilityandconsistencythatengendersasenseoftrustandsecurityintheIrishHealthServicesisrequired.Theseguidelinesprovideanefficientandeffectivebrandingframeworkthatwillensureclearsignpostingofservicesforpatientsandemployees,aswellasmaintainingtrustinthepublichealthserviceasawhole.|4WHYARETHESEGUIDELINESIMPORTANT?55%ofthepublicfinditdifficulttounderstandhowthehealthserviceworksand59%finditdifficulttounderstandhowlocalhealthfacilitiesareorganised(Behaviour&Attitudes,April2015).Thechangingstructuresofthehealthserviceswillimpactonthepublic’sabilitytonavigatethehealthsystemandontheuserexperienceofhealthservices,whichunderpinsthepublic’sabilitytohavetrustandconfidenceinpublichealthservices.Itisessentialwithinanyhealthandsocialcaresystemthatpatients,thepublicandemployeescanuseandengagewithhealthserviceswithconfidenceandtrust.Thismeansthatallbranding,beitfromahospitalgrouporaCHO,oracentralHSEservice,shouldengenderacaringandcompassionatenetworkofservicesandprofessionalsthatareofthehighestqualityandconnectedwitheachotheraspartofawiderpublichealthsystem.Theseguidelinesputtheserviceuseratthecentreofourcommunicationsandourpublicandcorporateidentity.RegardlessofanychangesthatwillbehappeningforbothemployeesoftheHSEandassociatedbodiesoverthecomingperiod,thepeopleofIrelandwhoaccessandusetheseservicesmustexperiencealevelofstabilityandconsistencythatengenderstrustandsecurity.Itisimportanttohaveasinglesetofrulesandguidancetominimiseanynavigationalandtrustimpactontheservicesthatweallprovide.Theseguidelineswillfacilitatechangeandtransitioninanorderlyandstructuredway.|7WHATARETHEGUIDELINESFOR?Theguidelinesprovideasetofrulesandproceduresthatshouldbeconsideredwhendevelopingindividualbrandsthatexistwithinabroadernetworkofhealthserviceprovision.Theyareessentiallyahandoverprocess,withpotentialforbothretrospectiveimplementationfororganisationsalreadyestablished,andproactiveimplementation,supportingthecreationofnewones.Whilesomegroupshavealreadystartedandevencompletedtheprocesso...
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