Our re-branding strategy centered on developing a unique value proposition based on
qualitative and quantitative research with consumers, community physicians,
hospitalists and nursing staff.
Using unique video techniques, we created patient testimonials for the neonatology,
obstetrics, orthopedics, cardiology, diabetes treatment and pediatric oncology service
lines that were unlike any other at the time. Eight years later, recall was so strong that
the campaign was revisited with the original patients recalling their original testimonials
and updating the audience on how well they were doing. All six-specialty service lines
experienced significant volume increases ranging from 12% to 45%, and nationwide
awards were won for creativity and effectiveness.