Carving Out A Compelling Niche For Cleveland’s Other Hospital

Even with the world-renowned Cleveland Clinic in your backyard, it’s still possible to craft a brand message that resonates with the local community. MetroHealth hired Frederick Swanston to identify that positioning, and ultimately to encourage all the residents of Cuyahoga County to find a primary care doctor at MetroHealth.


While research did uncover some negative perceptions, the data also shed light on some powerful positives. We found that residents ranked MetroHealth above the competition in being treated like their health matters, and in being seen by people who know them and their medical situations.  


Key learnings from the research 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.


Playing off the brand’s strength – treating people like they truly matter – we developed an omni-channel campaign promoting primary care. In this campaign, we challenged the community to change the way they think about their health and about MetroHealth by establishing the tagline, “Change is Healthy.”


After the campaign had been in the market for a couple months, we found consumers were significantly more likely to consider MetroHealth for wellness. Forty-four percent said they would definitely, or probably, consider MetroHealth for preventive care. All seven attribute benchmarks showed substantial gains, including a big jump in primary care.

The tagline, “Change is Healthy”, is becoming more associated with MetroHealth. In just three months, the percentage of consumers associating this tagline with MetroHealth doubled.

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