The Situation
AdventHealth launched a new brand identity for their entire system of 50+ hospitals and clinics. The Central Florida region approached &well to take their new positioning – Feel Whole™ – and find a way to express it in more granular ways for individual service lines, all with the goal of seeding in the new identity and driving volume.
The Solution
Just change one word. Using Feel Whole as the foundation, the &well team approached each assignment and each service line with a question: how do we want the consumer to feel? And then we utilized the most compelling and emotive answer as the basis for that campaign. So, for preventive cardiac services, “Feel Pumped”. For orthopedics and sports medicine, “Feel Fearless”. Combined with candid images of active people and happy families living life (and basically no medical imagery at all), this simple approach allowed us to efficiently develop insightful creative for every service line – while remaining firmly tethered to the core brand essence.
The multi-channel messaging strategy allowed for the regional feel of promoting key service lines to support specific facility volume needs that incorporated direct, measurable calls to action for specific acute needs, all while supporting the larger brand theme of ‘Feel Whole™’. The highly-targeted pieces such as direct mail, social and print allowed for each facility to stand out on its own.
