The famed Hospital for Sick Children (SickKids) in Toronto had a vision: To create outpost pediatric ‘clinics’ across Ontario, to fulfill two objectives:
* Generate revenue through a fee for service model
* Redirect traffic for non-emergency services toward these clinics, and away from the ER at SickKids Hospital
With the participation of other major hospitals in the region, SickKids secured funding and then the services of Wunderkind and strategy firm Level5 to develop a brand strategy and name for these clinics.
Wunderkind worked closely with Level5 to create the positioning, marketing concept and name for these clinics: Boomerang Health. The first Boomerang clinics have now opened and are enjoying substantial traffic.
