Overview
Our goal was to re-position St. Joseph Medical Center as more than a well-known and highly-respected community hospital, but as a destination hospital with the area’s best physicians, technology and clinical quality—a beacon of clinical excellence.

Insight
Today’s savvy healthcare consumers have done their homework and are aware of the options. And the fact was St. Joseph was already the first choice of more people in-the-know. Drawing on the natural desire to follow those who have already made a successful choice, we took advantage of the facts to cast the hospital in a positive light.

Approach
Make the powerful facts uniquely memorable. The message was simple: more people who know healthcare choose St. Joseph—supported by the depth of expertise and experience. As a mnemonic, the ads feature the St. Joseph logo appearing above confident consumers and physicians to indicate their choice. A fully integrated communications program launched the new position—with television, radio, print and online marketing.

Results
Beyond an outpouring of pride among internal staff, within 90 days, the campaign generated more than 10,000 visits to DiscoverSJ.com (a unique landing page) where consumers could request more information about St. Joseph’s cancer, orthopedic and heart services.