Where to go. Now.

Client: Mercy Medical Center/Cleveland Clinic
Project: Brand positioning

A brand audit was conducted and assessed the hospital’s marketing efforts as stand-alone initiatives with unconnected messages. Our first step was integrating them as part of a greater, lifelong brand promise between the hospital and the community. This new brand message became “Where to go. Now.” The general campaign spoke with a light but pointed tone while offering a promise to help with everything from minor cuts, bruises and scratches, to emergency and life-threatening situations.

THE RESULT: They were in a fierce one-on-one competition for market share. The campaign increased market share and efficiently combined key initiatives and marketing budgets. Achieved performance improvements in a highly competitive market from ~2.5% increase in inpatient volumes to > 11% increase in outpatient revenues for targeted services and service lines. 

AAF ADDY

Print and digital ads | Posters | Collateral | Radio | Outdoor | Event | Media | Public relations

“Where to go. Now.” was also used to launch new business initiatives. One example expanded the brand promise to present a constellation of women’s health services to the community as an integrated care delivery system to create the perception of a virtual Women’s Health and Breast Care Center. This effort included targeting soon-to-be mother’s to introduce them to the virtual center. Another initiative supported their Emergency Chest Pain Center (ECPC), the first of its kind in the nation.