This project needed the support of a diverse internal audience: not just the heads of marketing, but also the board of directors, which includes chief executives, doctors, medical staff, former mayors, donors, and community supporters. Through stakeholder interviews, we were able to understand these diverse perspectives and deliver a marketing framework that spoke to everyone, in turn, galvanizing support for a unified campaign.
Providence St. Joseph had never worked with an agency before. To build a successful strategy for the brand campaign, we also needed to build a successful education strategy for our clients around brand building and effective communication planning.
Providence St. Joseph was one medical center in a region thoroughly populated by both world-famous and smaller, community-focused competitors. To find a viable position for St. Joe’s to break out from the competition, we conducted a semiotic review of the healthcare marketing landscape. Through our research, we identified two standard poles of messaging, as well as a way to break away from both in our branded communication strategy. This strategy then served as the foundation of our advertising work.