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LAKE REGIONAL HEALTH SYSTEM

SHIFTING PERCEPTIONS
FROM THE INSIDE, OUT

TV
PRINT
DIGITAL
SOCIAL
RESEARCH

With a new CEO and a rejuvenated sense of purpose, Lake Regional Health System decided to take on outdated perceptions of their capabilities. And 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.

WE WANTED TO HEAR IT ALL

We conducted a series of stakeholder interviews to gather qualitative input. We talked to patients, doctors, nurses, board members and even people who vowed never to go back to Lake Regional.

 

Then, we translated those findings into a suite of videos created exclusively for all 1,545 Lake Regional employees. They were viewed at a series of “Culture Rallies.” These rallies became an internal launch of what would become their external messaging.

After proving to the staff that they are highly capable of delivering excellence and compassion, we needed to convince their friends and neighbors.

 

THIS HOSPITAL WAS BUILT FOR THIS REGION

 

The fact is: you couldn’t relocate even the most high-performing hospital in St. Louis or Kansas City and expect the same level of care that residents receive from this 116-bed hospital on a daily basis. Whether or not you realize it, well, that’s up to marketing.

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.