Abbeville Area Medical Center
Beginning with the development of a new tagline, a campaign came to life that would position a small acute care hospital as the leading care provider in its community. Along with a new design system, the brand's positioning was supported with strong multichannel campaigns, including a series of award-winning television spots.
Helpful insight from both consumer research results and in-person meetings with key stakeholders, community leaders, board members, and hospital department managers helped develop the “Smaller. Smarter. Safer.” campaign to help strengthen the hospital's brand and build community awareness.
Our branding campaign turned the hospital’s “smaller” size into a distinct advantage by differentiating Abbeville Area Medical Center’s personal care from that of its competitors. “Smarter” was chosen because the hospital employs highly skilled physicians and clinical staff with access to similar technology as the larger hospitals nearby. “Safer” was selected because the hospital has earned and maintained some of the lowest infection rates in the southeastern United States.
Building on the new tagline, a fully integrated marketing campaign including print, direct mail, outdoor and television was developed. The message was also supported with a well-developed series of news releases that informed consumers about the hospital’s services.
Awards
GOLD Carolinas Healthcare Public Relations and Marketing Society Wallie Award for Television Campaign