LAKE REGIONAL HEALTH SYSTEM
CREDIT WHERE IT’S (OVER)DUE
Forty-five years ago, there was no hospital serving the Lake of the Ozarks. The people of the area took it upon themselves to change that. They pooled their resources, recruited doctors and filled the need. Since opening primarily as a trauma center, Lake Regional has added capabilities, locations and boundless support to the surrounding communities.
SHIFTING PERCEPTIONS FROM THE INSIDE, OUT
For all of its investment and growth, the hospital suffered from outdated perceptions of its expertise and capabilities. Neighbors and even some employees saw it as a “band-aid station” or worse, a “last resort” when travel to larger metropolitan areas wasn’t an option.
As the largest employer in the region, they understood that any shift had to begin with the people wearing their scrubs in the community. So, instead of applying a snappy new tagline to a glossy campaign, we started by digging into the existing feelings toward the brand.
It’s one thing to talk about commitment. It’s another to show how and why this health system is unlike any other. It was built by the residents, specifically for this region. And while the official population is under 200,000, some 11 million visitors make their way to The Lake each year.
Through TV, print, outdoor, digital and social, we spread the message that Lake Regional is beyond capable. It is explicitly built for the region, by the region.
LAKE REGIONAL BACKS IT UP
After establishing the new campaign with an overarching campaign mantra, we set out to demonstrate examples of that commitment. And there are many. For each service line, we developed a brand message supported by interviews from providers and additional executions across print, out-of-home, digital and social.