Northside Hospital
Situation
We helped launch Northside Hospital Cancer Institute (NHCI). The two-year “Where the Extraordinary Happens Every Day” campaign positioned NHCI having the clinical expertise in an inspiring way.
Approach
We prepared a competitive analysis and market overview. We then developed a brand strategy. Our objectives were twofold: (1) to embrace Northside’s current image as a “friendly” community hospital, and (2) to position NHCI as a regional leader in cancer care. The NHCI campaign, “Where the Extraordinary Happens Every Day,” tells the story of patients overcoming cancer and going on to get the most out of life.
Results
Northside Hospital outperformed all other Georgia hospitals and hospital systems by advertising recall of a cancer treatment service line for the period the campaign has run, according to the National Research Corporation.
The campaign moved the Northside Hospital Cancer Institute from a #3 to #2 preferred cancer care provider in the market in just one year according to a National Research Corporation survey.
