Challenge
Northwestern Hospital had long been a leader in the highly competitive Chicago market. After some time with limited advertising support, brand health metrics started to slide. Newly formed Northwestern Medicine needed a boost to reassert itself into its rightful position as the leading health system in Chicago and nationwide.
Solution
Focus on the human side of clinical advancements. The campaign highlighted Northwestern Medicine’s life-changing medical breakthroughs through real patient stories—demonstrating how Northwestern Medicine treatment got them living life to its fullest again.
- TV
- Out-of-home
- Digital
- Radio
Results
- Substantial improvement in preference of all 17 service lines
- Year-over-year gains in all specialties and an online appointment increase of 54 percent, with call volumes up 17 percent
- A top 10 ranking on the U.S. News & World Report Honor Roll of America’s Best Hospitals for two years in a row
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Increase in online appointments
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Increase in call volume
Work
