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Tower Health: Rebranding and Launching an Expanding Health System

Reading Health System, already a major force in Pennsylvania, was acquiring five CHS hospitals and rebranding to Tower Health. As AOR, Trajectory worked early on with system leadership to plan and orchestrate system-wide brand direction, and internal and external launch. Our work culminated in the organization’s integrated launch marketing campaign – RISING BOLDLY.

  • Post-launch research tracking shows uptick in brand perception, website traffic, inquiries, volume and internal engagement.
  • Campaign won Silver Awards in the category of Total Integrated Campaign from both Aster Awards and Healthcare Marketing Awards.


  • Research & Strategy (positioning, promises, architecture, messaging)
  • Communications Plan (internal and external)
  • Core Brand Identity
  • Microsite Build & Design
  • Brand Design
  • Integrated Launch Campaign
  • Launch Planning
  • Ongoing Brand Management Counsel

Core Brand Identity

Tower Health. A bold new name and presence that builds upon the 150–year legacy and connection of Reading Health System to its communities.


Brand Tools

Inspiring and mobilizing more than 11,000 team members, including 2,000 physicians, specialists and providers across six hospitals and 65 outpatient and ambulatory locations.



Towerhealthrising.com –conveys the organization’s vision of rising boldly as one strong, progressive health system to empower millions of people throughout eastern Pennsylvania to live their healthiest lives.

Internal Brand Launch

Building understanding, excitement and camaraderie among team members throughout the expanded health system prior to external brand launch.

Tower Health is boldly advancing to serve the needs of over 2.5 million people across every stage of life, for every condition along the way.

Daniel Ahern – Executive Vice President, Business Development and Strategy

Launch Marketing Campaign

Our RISING BOLDLY campaign showcases Tower Health’s ability to advance the health and transform the lives of millions of people across Eastern Pennsylvania.

Campaign audiences included physicians, employees and all system-wide constituents; current and prospective patients and community members; and influencers including business, political and community leaders.

Components included TV (:60 anthem and :30’s), print, radio, digital, lifestyle (cinema, mall, fitness center and lifestyle venues), mobile and social media.