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The Health Tech Hub at Cornell Tech
_SECTOR: INNOVATIONIn 2023, Emergence partnered with Cornell Tech to refresh the Health Tech Hub brand, solidify their core messaging, and create a strategy for clear and accurate communications in the future.
Through research and interviews, Emergence identified the Health Tech Hub’s core activities, goals, and values. Our strategic work centered on building consensus among faculty, leadership, development, alumni affairs, and other university stakeholders.
Branding | Copywriting | Graphic Design | Research | Strategy | Web Design
_THE CHALLENGE
The Health Tech Hub is finding its niche in the rapidly evolving field of health technology. As a comparatively new academic program, the Health Tech Hub was challenged with establishing a distinct identity that encompasses all of its activities, including education, research, startup incubation, and industry partnerships. Emergence aimed to answer key questions, including: “What do the various Health Tech Hub initiatives offer?”; “Why would a student or professor choose Cornell Tech over other, more traditional universities?”; and “What kinds of applicants and partnerships does the Health Tech Hub hope to attract?”
_SEARCHING FOR THE SIGNAL
Emergence set out to understand the Health Tech Hub’s activities and goals. We conducted landscape research, including case studies of other academic programs, surveyed current and former students, and conducted over 30 interviews with faculty and staff from Cornell Tech, Weill Cornell Medicine, Technion-Israel Institute of Technology, and experts from other academic and professional backgrounds.
_EMERGENCE
Based on our findings, Emergence worked with Cornell Tech leadership to develop a brand positioning that reflects the program’s values and vision of “Innovation with Integrity.” We held a two-day workshop at the Cornell Tech Roosevelt Island campus, during which Emergence presented research findings and facilitated discussions on branding and positioning. Some key themes that emerged included the Health Tech Hub’s commitment to applied research, cutting-edge innovation, interdisciplinary education, and mission to create an efficient, affordable, and inclusive healthcare system.
With these insights, Emergence wrote a messaging architecture and designed a logo and brand personality that reflect the program’s offerings and goals.
_ EVOLUTION
The new Health Tech Hub website launched in early March 2024 during Cornell Tech’s annual HealthNext Summit. Emergence also produced a one-page program summary and an overview presentation – tools for delivering key information to potential donors, partners, and applicants.
Our work will help the Health Tech Hub focus their program offerings and attract their desired applicant. It will also ensure the program can remain nimble in the ever-evolving field of health technology and position itself as a leader in health innovation.