Improving a health system's reputation with stories that prove excellence is “right here.”

The answer to this health system’s challenge was hidden in plain sight. We just had to look for it.

Facing outmigration challenges
Despite the fact it is the only full-service provider in Southcentral Kentucky, Med Center Health still faced out-migration challenges due to strong awareness of big market competitors and low overall perception of quality, as compared to those competitors.

Uncovering the truth
We used our 5D Brand Process to discover and convey a simple truth: patients didn't have to go anywhere but home for the best care.

Leveraging emotion to keep patients in network
A unique position and a defined brand that helped us drive emotional storytelling featuring real patients. Creative that turned heads, strengthened a brand and won two Kentucky Society for Healthcare Awards.

5D brand process

We worked through our collaborative process to define the Med Center brand in a Brand Compass. During the Discovery phase, we identified the unique brand position Med Center Health "owned" in its market. The solution to the challenge Med Center faced was hidden in plain sight. We had discovered that truth, now, we needed to communicate it with a creative campaign that would motivate people to take action. Patients in Med Center's 12-county service area needed to know just what they had in this health system with 400 physicians, 50 specialists and six hospitals across Southcentral Kentucky.

This position would help Med Center compete with the big-city health systems in neighboring Nashville.

Discover
Define
Develop
Deploy
Debrief

Creative and activation

To tell that story for patients in the region, we focused on examples of the quality of care Med Center provides, and the innovation that leads them. The “Incredible. Right here.” campaign used three emotional patient stories to show the real-life impact of Med Center’s services, using its innovative capabilities in orthopedic care, cardiac surgery and sports medicine to elevate perception of its overall quality. That took care of “incredible.” To hit the “right here.” mark, we focused on the system’s service area, proving residents of Southcentral Kentucky had access to the innovative care they expected, right where they lived.

Med Center Health bike with basket closeup

Med Center Health people biking and smiling

Med Center Health Lacrosse Player looking off into the distance

Med Center Health boots in front of door closeup

Incredible, right here.

With a comprehensive rollout that made "right here." a reality across Southcentral Kentucky, we launched the campaign throughout Med Center’s entire service area with billboards, print ads, radio, digital, social and TV spots. The campaign drove everyone to a microsite where they could see the full stories, learn more about Med Center’s innovative approaches to care and research providers. In the first quarter after launch, people came, watched and learned. They sought Med Center providers for the care they needed, at home in Southcentral Kentucky.

Med Center Health boots in front of door

Real stories. Right here.

A platform to build on

Our campaign for Med Center Health provided its audience with an emotional reason to believe and a demonstration of the access they have to top-quality care that is close to home. It also built a platform that allows us to easily integrate future campaigns for things like physician recruitment and service lines into the Med Center brand position and ongoing creative campaign.

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