Keystone Beacon Community

Sire Advertising has partnered with Geisinger Health System, one of the nation's leading health care providers based in Danville, Pennsylvania, on a number of special communications projects since 2007. For the Keystone Beacon Community, with funding from the U.S. Department of Health and Human Services' Beacon Community Cooperative Program, Sire developed the logo/identity, fact sheet, PowerPoint presentation, and Web site to communicate the goals and objectives of this important nationwide health care initiative.

The first step in the process was creating an identity for the program that can stand on its own and not have a direct semblance to any of the healthcare providers participating in the program. Sire's creative team recommended a typography treatment for the logo that featured an easy–to–read, academic–style font.

After the logo was finalized, Sire developed a fact sheet that explained the program's mission and provided important contact information and instructions for clinicians and patients to begin participating in the Keystone initiative. For more in–depth education about the program, Sire developed a custom PowerPoint outlining the key aspects of the program for outreach coordinators to utilize at clinical and community presentations. All of the program's branding elements and message points were incorporated into these materials.

The primary communications tool for the program is the custom Web site keystonebeaconcommunity.org. Sire partnered with program leaders to develop a site map, content, and navigation structure to enable visitors to find the pertinent information they need as quickly and conveniently as possible. The site also features a contact form and a Flash–based interactive map in which site visitors can click on one of five counties to find a participating provider.

The Beacon Community Cooperative Agreement Program provides funding to 17 selected communities throughout the United States that have developed secure, private, and useful systems of electronic health record adoption and health information exchange. In Pennsylvania, for instance, the Keystone Beacon Community is a network of more than 100 healthcare providers–doctors, hospitals, long–term care communities, and others–who have joined together to help coordinate and manage their patients' care, reduce hospital admissions, and improve their patients' quality of life.