The Challenge
How do you establish brand preference in a market dominated by a household name in healthcare, The Cleveland Clinic? MetroHealth challenged FredSwan to identify a positioning that would allow the county hospital to stand apart from a competitor with seven times their budget and staffing.
Deliverables
- Qualitative Study
- Brand Positioning
- Brand Platform
- Brand Manifesto
- Visual Identity
- Style Guide
- Online Web Strategy
- Content Curation
- User Experience Design
- User Interface Design
- Development
- Omnichannel Campaign
- Social Media Strategy
- Social Posting
- Integrated Media Plan & Buy
The Ignition Process
Discovery
Research shed light on a compelling point of difference for Cleveland’s publicly funded hospital. Residents actually ranked MetroHealth above Cleveland Clinic in being treated like their health matters. Respondents believed the clinical staff at MetroHealth would take more time to listen and understand their needs.
Strategy
Key learning helped us define a positioning that was believable, differentiating and motivating. At MetroHealth, local residents can expect the highest level of expertise with the personal attention that can only come from a deeply held commitment to the health and well-being of every resident and the community.
Creative
Playing off the brand’s strength, we developed an omnichannel campaign promoting primary care, highlighting the fact that our clinicians are more attentive. We challenged the community to change the way they think about their health and about MetroHealth by establishing the tagline, “Change is Healthy.”
Metrics &
Refinement
After the campaign had been in the market for a couple months, consumers were significantly more likely to consider MetroHealth for wellness. Forty-four percent said they would consider MetroHealth for preventive care. All seven attribute benchmarks showed substantial gains, including a big jump in primary care.
