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BayCare was formed as a joint operating agreement with the intention of consolidating purchasing and operations for multiple hospitals, this consolidation saved each hospital millions of dollars annually. Yet marketing was still considered the responsibility of each hospital. Essentially the corporation of BayCare was made from a house of brands, the hospitals, but with healthcare reform and population health we needed to become a branded house.

Our job with this campaign was to increase brand awareness. Brand recognition for each of the hospitals was high because most of the hospitals had existed for nearly 100 years. Few people knew that the hospitals were connected as part of a health system which allowed patients a more extensive continuum of care. The results of the campaign were fabulous, market intelligence showed that consumer brand recognition more than doubled after the campaign finished, and the health system grew its market share.