1. Crafting a Messaging Framework:

We centered our strategy around four pillars: Convenience, Personalization, Wellness, and Connection. These pillars supported the overarching promise of "The Power to Live Better." This framework guided our messaging from high-level brand awareness to specific service offerings, including back and neck care, cardiovascular health, orthopedics, oncology, primary care, urgent care/ER, and women’s health.

2. Defining Our Role:

Empathetic Partner: We positioned BSWH as a forward-thinking innovator who understands the patients' pain points and is committed to fixing it.

Empowering Force: Our creative messaging emphasized that "The Power to Live Better" is something patients already possess. BSWH aims to ignite and engage this power, putting patients at the center of their healthcare journey.

3. Developing Emotive Creative:

We created an omnichannel campaign, from face-to-face customer activations and digital channels (paid social, digital media, blog, and web) to targeted traditional channels (OOH, TV, and Print). 

BSWH's new branding and comprehensive campaign effectively communicated their mission to empower patients. By centering the patient in their healthcare journey and providing the tools and agency to live better, BSWH continues to successfully position itself as a leading, customer-focused healthcare system.