Challenge — Create strong position in highly competitive market — Establish identity of three separate service lines (women’s health, oncology, cardiology)
Creative Approach — Unify corporate identity with creative design while distinguishing between brands
Execution — Individualize brand utilizing unique image treatment and font styles — Reflect same graphic treatment in broadcast as well as print — Broadcast campaign emphasizes St. Joseph’s selected as hospital of choice by both physician and patients
Results — Increase in patient visits to St. Joseph’s of 18% — Physicians increased use of St. Joseph’s by 22%
Awards & Recognitions — Two silver Triangle Addy awards (broadcast)
Nancy and J.C. Lewis Cancer & Research Pavilion — Oncology service line for St. Joseph’s/Candler Health System
Project — Introduce new cancer and research pavilion and establish as the cancer treatment center of choice in the regionStrategy — Communicate to “Avid Partners", family health decision makers benefits of center — Adopt butterfly as visual icon throughout all execution to represent transformation and promise
Execution — Web and front-page newsprint banner ads — 12 page quarterly newspaper insert — Direct mail to target audience — Ads announcing national medical specialists on hospital team
