Edward White Hospital – Brand Emergency
Our Client: Edward White Hospital, located in St. Petersburg, Florida, needed to increase its presence in the community. In addition to competition from two larger hospitals nearby, Edward White Hospital had to overcome the misperception of being a “community” hospital when in fact it performs some of the most advanced medical procedures in town, many of them exclusive to the hospital.
Our Task: Increase awareness by re-branding the hospital to differentiate it from the competition.
Our Answer: The first step was to create a brand identity and positioning statement that conveyed the hospital’s main strengths: state-of-the-art technology and excellent patient care. Then a multi-media campaign was introduced using billboards, bus wraps, radio, direct mail, zoned newspaper, on-screen cinema ads and PR. We started with the basics – who Edward White Hospital is, what sets it apart and where it’s located. Almost immediately, and steadily ever since, the hospital has seen an increase in both walk-ins and physician referrals.