Boulder Community Health | Boulder Community Health Rebrands to Reflect Evolution to Integrated Health System

  • Challenge

    The term “Hospital” no longer embodied the integrated health services available to Boulder Valley residents.

  • Solution

    A strategic rollout of messaging and refreshed branding to media and staff to raise local awareness.

  • Results

    Hundreds of employees and top local media celebrated the new name and branding.


Since 1922, Boulder Community Hospital had played a critical role in the community and evolved into an integrated health system. The name “hospital” no longer communicated its full breadth of services. GFM and Sterling-Rice Group were retained to launch a new name reflecting this growth and the counties served.


GFM helped develop an integrated communications strategy that included a messaging and positioning platform, board training, internal communications and media relations to promote the system’s name change to Boulder Community Health.

Based on GFM’s experience with rebranding efforts and the need to focus first on internal audiences and then externally to achieve a cohesive brand in the community, the team set the stage with the executive staff and board. Three months prior to the rebranding rollout, GFM developed a messaging platform to help Boulder Community Health staff and board members effectively communicate the market demands driving the change and benefits of Boulder Community Health throughout Boulder County.

GFM then layered in a communications strategy focusing initially on internal communications initiatives. GFM assisted Boulder Community Health in the creation of content for flyers, employee and physician letters, business card copy and display boards, as well as patient stories for a rebranding video.

GFM also secured meetings for the CEO with reporters from the Daily Camera and Biz West, and drafted an op-ed for placement in the Daily Camera’s Sunday edition.


Feedback on the new name was extremely positive. Employees enthusiastically embraced the new name, and more than 600 employees attended the staff celebration.

The messaging surrounding the new name was quickly integrated into communications system wide – from the website to social media platforms to all internal and external communications vehicles. To date, the rebranding video has been viewed more than 225 times. The day of the announcement, coverage appeared in the Daily Camera and Biz West. An op-ed was secured for the following Sunday in the Daily Camera.