Stories like these are why storytelling works.
Proud to serve those who serve others.
SCL Health is a faith-based, nonprofit healthcare organization that operates eight hospitals, four safety net clinics, one children’s mental health center and more than 190 ambulatory service centers in three states – Colorado, Kansas and Montana. The health system includes 15,000 full-time associates and more than 500 employed providers.
Founded by the Sisters of Charity of Leavenworth and now based in Denver, SCL is a $2.3 billion health network dedicated to improving the health of the communities and individuals it serves, especially those who are poor and vulnerable.
Once shaken by tremors, now a steady shot.
The success of the campaign hinges on its authenticity. Real patients sharing their incredible experiences has proven to connect with the community at large.
Regular folks, remarkable stories.
Even though the system offers the latest medical technology, research showed that consumers connect with the brand because of the high level of personal care that they deliver. That’s why HLK developed a campaign showcasing how SCL treats people as people, rather than a patient number on a wristband or the condition for which they’re being treated. This led to an honest, straightforward and authentic approach with the campaign.
By utilizing real people and their unbelievable stories, the benefits of the brand come across honestly without feeling like marketing fluff or inappropriate chest pounding. And the work became a reflection of the people the hospital serves as much as the hospital itself. Campaign elements included a new identity system, television, radio, digital (rich banner ads, Pandora, pre-roll video), social, online content and long-form videos, landing pages and internal materials.
“Just wanted to say how excited I am! It is really exciting to see us showing the work that we do to support our communities that we serve!”
SCL and HLK worked together to gain efficiency and create a unified look and feel while retiring the Exempla brand in Denver and moving Good Samaritan Medical Center, Lutheran Medical Center, Saint Joseph Hospital and the Exempla Physician Network under the SCL Health brand. Just as importantly, we created a system that offered a connection and support for the hospitals in Montana, Western Colorado and Kansas.
Brand building was accomplished via TV, radio, digital, OOH and print. Patient-driving and service line advertising was handled via PPC, digital display and retargeting, direct/CRM, print, social and Yellow Pages.
First, the objectives:
- Increase consumer perception for hospitals by 3 points in both Denver and Boulder markets by the end of 2015.
- Build brand awareness and own “most personalized care” in the Denver and Boulder market.
The system launched the People Healing People in Denver in Q4 of 2014. Based on recent NRC results for this market, brand performance moved upwards 4-6 points across key measures including:
- Best Overall Quality
- Best Image/Reputation
- Most Personalized Care