My hospital. Always.

HSHS Sacred Heart & St. Joseph’s Hospitals
the problem

Understanding hospital choice 
What do you do as a legacy provider in a small market bombarded by competition and uncertainty? Sacred Heart and St. Joseph’s Hospitals had a loyal following in their western Wisconsin communities. But a new hospital owned by a large multi-specialty physician group was poised to open in the rural region (population 200,000), which was already served by three existing hospitals as well as stand-alone surgical centers. Research suggested that people were confused about whether they could choose a hospital. If their physician was affiliated with the new competitor, could they still go to the sister hospitals, Sacred Heart and St. Joseph’s?

the problem

Understanding hospital choice 
What do you do as a legacy provider in a small market bombarded by competition and uncertainty? Sacred Heart and St. Joseph’s Hospitals had a loyal following in their western Wisconsin communities. But a new hospital owned by a large multi-specialty physician group was poised to open in the rural region (population 200,000), which was already served by three existing hospitals as well as stand-alone surgical centers. Research suggested that people were confused about whether they could choose a hospital. If their physician was affiliated with the new competitor, could they still go to the sister hospitals, Sacred Heart and St. Joseph’s?

Video ads

strategic solution

Clarifying and reinforcing choice
Dispel misinformation and reinforce that patients can always choose “their hospital.” The Always campaign was designed to evoke brand preference and drive people to a website for answers. It seized on the ownership many patients felt for Sacred Heart and St. Joseph’s, with their shared nonprofit mission and track record of high-tech, highly personalized care. Simple, clear messaging across digital and traditional platforms reminded audiences that they always have a choice, while showing a diversity of proud patients who turn to their hospital for a variety of reasons.

the solution

Clarifying and reinforcing choice
Dispel misinformation and reinforce that patients can always choose “their hospital.” The Always campaign was designed to evoke brand preference and drive people to a website for answers. It seized on the ownership many patients felt for Sacred Heart and St. Joseph’s, with their shared nonprofit mission and track record of high-tech, highly personalized care. Simple, clear messaging across digital and traditional platforms reminded audiences that they always have a choice, while showing a diversity of proud patients who turn to their hospital for a variety of reasons.

Digital ads

Direct Mail

Print ads