400-bed Public Health System and Teaching Hospital
MetroHealth is a publicly funded teaching hospital in Cleveland, Ohio, with the stated mission of being the most admired public health system in the nation, renowned for its innovation, outcomes, service and financial strength. Frederick Swanston was hired in early 2014 to create a new image for MetroHealth that would change brand perception and ultimately encourage ALL the residents of Cuyahoga County to use the hospital facility, 20+ outpatient centers and narrow network “insurance” plan, MetroHealth Select.
Frederick Swanston developed an integrated campaign that challenged Clevelanders to change the way they think about their health, about being proactive and about MetroHealth. The campaign encourages people to find a MetroHealth doctor – leveraging the notion that regular checkups and screenings when you’re feeling fine are the best way to stay that way.
As of November 2016 (6 months after the campaign launch), targeted consumers are significantly more likely to consider MetroHealth for wellness and preventive care than they were pre-campaign. Increasing 16 points since April 2016, 44% now say they would definitely (21%) or probably (23%) consider MetroHealth for wellness and preventive care. In addition, there was been a significant increase in awareness of MetroHealth’s advertising. On an aided basis, two out of three (67%) recall seeing/hearing a MetroHealth ad. This change represents a significant lift from the 59% observed in April.