Increasing Shepherd Center’s Reach by Nearly 600%

Shepherd Center ranks among the nation’s top ten hospitals in the treatment, research and rehabilitation of people with spinal cord and brain injuries, according to US News & World Report. Yet the brand is virtually unknown. Our assignment was to create the hospital’s first-ever advertising campaign to establish the brand’s identity.

DISCOVERY

Following a deep dive into the brand, we uncovered overwhelmingly positive patient and employee satisfaction at Shepherd Center. There is no place quite like it. Patients feel an affinity to the brand that rivals the world’s most well-loved brands.

INSIGHT & STRATEGY

Based on the insight uncovered in our research, we developed a strategy to position Shepherd Center as the highly skilled, empathetic hospital that understands patients are going through more than just recovery from an injury – they are learning a new way of life.

CREATIVE EXPRESSION

Utilizing the wing graphic from the Shepherd Center logo, we developed a visual concept that positioned the staff as heroic figures who bring hope and heeling. The multi-faceted campaign captures how patients view the hospital and staff that cares for them.

METRICS & REFINEMENT

Within the first week, Facebook reach increased by 594%. Some of the comments were especially gratifying: “I love that you turned the hands from the logo into wings. True heroes work here.” NRC preference scores also jumped dramatically one year after launch.

We set up a photo booth in the hospital cafeteria and captured over 100 employees to participate in a launch video.

CYCLING KIT
The campaign carried over to apparel as well. A cycling kit was designed for Shepherd Center’s cycling team.

MICROSITE
A microsite featured detailed stories of each employee highlighted in the campaign – allowing the public to further get to know the Shepherd experts.