Baptist Health

Centered On You Brand Development

The Challenge

Baptist Health, a leading healthcare system across Kentucky & Indiana, had grown through acquisition & organic growth of new services. Under new leadership, it needed to establish a unified brand identity & purpose to serve its customers across multiple diverse markets.

The Approach

Healthcare services are connected to the communities they serve. There is an emotional bond that establishes trust & confidence in the quality of care beyond clinical excellence.

The Solution

Centered on You – this positioning statement expresses the patient-centric philosophy that authentically aligns to Baptist’s reputation. But it also emphasizes the local & community connections. It is also able to be expressed within tactical service line volume driving campaigns​.


Success was measured in service line performance & included: 2.88% increase in patients at Urgent Care centers, 118% increase in Weight Loss surgeries, 2.4x increase in Lung Cancer screenings, & increased brand awareness & preference across the system.