A community hospital wanted to gain market share by showing how much (and how well) it cared.

Gibbons | Peck:

• Built a testimonial campaign of print and outdoor advertising featuring real people from the hospital culture.
• Built distinctive brand elements into all marketing communication materials to build synergy within the brand expressions.
• Underscored the objective credibility of the brand by focusing on its remarkable, unique accomplishment, as the first hospital ever to achieve 90th percentile in staff satisfaction, physician satisfaction, and patient satisfaction, all in the same year.
• Wrapped the campaign around the positioning line, “Caring is our Calling.”

Result: The campaign re-presented Baptist Easley Hospital to its community, asserted its new position in a highly competitive healthcare environment, and achieved a market share increase of nearly five percentage points.