St. John Health, a nine-hospital health system, needed a strong, unifying brand. The hospital needed a greater emotional connection to its audience and an increased brand differentiation to set them apart in the extremely competitive Southeastern Michigan marketplace.
We promoted positive awareness of St. John Health and their dedication to treat the whole person: body, mind and spirit. Our poignant TV and radio spots made listeners cry, but it also made them call—along with increased physician referral volumes, we significantly increased web/call center traffic. But the best results of this campaign was that it saved at least one life we know for sure. The powerful TV commercial inspired Brogan Managing Partner, Ellyn Davidson, to do a self exam which led to her early detection of breast cancer. She is now a proud survivor.