Jackson Hospital

Refreshing a Brand

The Challenge

Jackson Hospital needed to unify its messaging to ensure a more cohesive articulation of their brand across network hospitals & clinics. In addition, Jackson Hospital needed to re-engage its core audience who, over the course of several years, was no longer loyal to Jackson.

The Approach

Jackson Hospital’s largest competitors were in its local market & were well known for their advanced medical solutions. We found an opportunity to act as a challenger brand & leverage Jackson’s strong local heritage to craft a local-friendly message.

The Solution

We crafted a new positioning statement, “Your Home for Health,” to leverage Jackson’s strong community ties & local history while creating an ownable platform that would help it differentiate itself from competitors.