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Communicating new employee benefits

Piedmont Hospital needed an internal communication campaign for a new healthcare benefits package that was more competitive and more affordable. The new package offered greater flexibility, better service and increased access to more providers, but the success of the initiative depended on employee participation. CMD developed a message platform that highlighted the campaign themes to drive higher participation rates—interconnected geometric shapes to reflect a sense of connection and community, and images of people and families to reflect a diverse employee population.