Situation

Research revealed that Overlake Hospital Medical Center had strong awareness and positive associations from its target audience, but had not clearly communicated its differentiating characteristics. Benchmarking studies showed that other regional hospitals were encroaching on the brand territory long held by Overlake. Overlake asked HL2 to help them to clearly differentiate Overlake from the competition and establish a strong identity that communicated Overlake’s unique position in the market and improved perception and preference in key performance ratings.

Approach

From extensive quantitative and qualitative research we developed a messaging platform and positioning statement, “A Five-Star Symbol of Eastside Vitality,” which became the driver of all advertising and brand communications. This brand platform allows Overlake to own the distinction as the Eastside’s five-star medical facility. Once key hospital service lines were established, a series of ads were developed to leverage the pride Eastsiders feel about their community while reinforcing “Eastside Vitality” and featuring patients pursuing their passions. The new campaign blanketed the Eastside through a high-impact, highly targeted media mix of print, transit, online banners and TV spots.

Outcome

A follow-up study was completed one year after the campaign launched and results exceeded pre-established goals.