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.