GROWTH STRATEGY & EXECUTIONSELECTED EXPERIENCE / SYMBION HEALTHCARE
A simpler story.
Built across the business.
Earlier in my career, I led a national healthcare rebrand at Symbion, connecting company positioning, the ten. brand platform, and patient education. The aim was to make a complex business easier to understand.
01 / A CONNECTED BRAND STORY
More than
a new look.
Different audiences needed different things from the same business.
At Symbion Healthcare, I led a national rebrand that connected the company’s positioning, its cultural platform, and its communication with partners, prospective team members, and patients. The aim was a clearer story with a useful next step for each audience.
The work brought together Simply. Healthcare., the ten. platform, and Open Door Surgery patient education.
02 / THE WEBSITE, BEFORE & AFTER
See the shift
in the presentation.
The earlier homepage introduced Symbion through its surgical-facility network. The later page led with a clearer positioning statement and distinct paths for its audiences.
A corporate introduction centered on the surgical-facility network.
One connected presentation of positioning, culture, business support, and patient education.
Historical desktop captures at the same browser width. Dates refer to the preserved pages, not an exact project launch.
A way to connect culture
with the business story.
03 / POWERED BY TEN
Principles people
could put to work.
The company already had values to draw on. Through the ten. platform, I brought those cultural principles into the brand and its communication, rather than treating the rebrand as a new look alone.
The archived platform linked the way people worked with the support Symbion offered. Three themes, expressed in plain language:
- Integrity
- Act with honesty and follow through on commitments.
- Ownership
- Take responsibility for the work and the contribution you make.
- Gratitude
- Recognize the people and contributions behind the business.
FROM CULTURE TO THE BUSINESS
The cultural platform sat alongside six headings that organized Symbion’s core services.
- Lead
- Grow
- Innovate
- Excel
- Comply
- Thrive
04 / A PATIENT-FACING EXPRESSION
An open door
to understanding.
OPEN DOOR SURGERY
For patients, the story needed to start with their questions.
Open Door Surgery brought patient education into the same brand environment, offering a behind-the-scenes look at surgery and surgical procedures.
My campaign work also included designing an animated video for a national effort encouraging patients to ask about ambulatory surgery centers for outpatient surgery. The full campaign is below.
05 / PATIENT EDUCATION IN MOTION
Clear information.
A useful next step.
I designed this animated campaign to explain an unfamiliar healthcare option in plain language, with a straightforward next step: ask your doctor about ambulatory surgery centers.
Originally published by SymbionHC on December 11, 2012. Shown as historical creative work, not current medical guidance.
Campaign focus: explain the outpatient surgery-center option in plain language and give patients a clear next step: ask their doctor.
WHAT CARRIES FORWARD
A brand should help people
know what to do next.
This was a national business, but the lesson applies at a smaller scale: understand the business, make the story relevant to the people it serves, and carry the thinking into useful work.
Today, at Proof + Presence, I bring that approach to growth strategy, everyday operations, and practical AI or tool adoption. The starting point is the person doing the work and the task they need to handle. Technology serves that purpose.
ABOUT THIS WORK
Selected brand and campaign work from my time at Symbion Healthcare, before founding Proof + Presence.
LOCAL ROOTS. A WIDER REACH.
Rooted in Middle Tennessee.
Available across the U.S.
Starting close to home in Middle Tennessee and Huntsville, Alabama. Working remotely with owner-led businesses across the country.
NO POLISHED PITCH NEEDED
Tell me what’s good.
And what could work better.
You don’t need to know which service to ask for. Tell me about your business, and we’ll talk through where I can be useful. Discovery starts at $995; growth, operations, and AI tool projects have their own agreed scope and price.