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CRI Critical Care Education Network Renews its Brand 03.07

Health care today is challenged by diminishing resources, an aging population, increases in cancer, diabetes and aids related cases and the ever-present threat of a pandemic. Human and financial resources are greatly constrained; practitioners and managers need to constantly do more with less.

In 2006, the Canadian Resuscitation Institute was officially mandated by the Ontario government to deliver critical care training to as many medical practitioners as possible. The challenge was that suddenly, the CRI needed to dramatically increase its visibility, and more importantly, it needed to clearly articulate what it stands for and how its offer is different from those of similar programs.

Chemistry’s audit revealed three important differentiators: team-based learning, crisis management skills, and technology, none of which are offered by other groups. And our customer research revealed a fundamental emotional insight: doctors and nurses who are not trained in these skills often feel powerless in a crisis situation, but after taking the CRI courses, they felt the opposite: extremely confident. Our strategic recommendation was to highlight this and position the organization as the place where you build the confidence to practice effective critical care.

The new Brand Formula and key messaging will guide the imminent transformation of its website into a critical care learning portal with global potential. It will also be used to guide product development so that all efforts are aligned with the brand promise and desired positioning.