Through the Be seen. Be heard. Be healed. brand awareness campaign, we applied our unique say it. live it.® branding approach, creating effective healthcare marketing that aligns with the system’s population health strategy.
TriHealth, one of the largest health systems in Cincinnati, was in the uncommon position of having done rigorous culture-building work for several years — and achieving impressive results in its population health approach.
While TriHealth had many unique strengths, Cincinnati is a highly saturated healthcare market. The system turned to Core to help redefine their brand strategy and bring it to life in a new brand campaign.
From the outset, we knew that TriHealth was a great opportunity to implement our say it. live it.® brand philosophy, which helps align a brand’s actions and experience with its consumer image and messaging.
Through qualitative research within the organization, we felt a distinct difference: a unique degree of warmth and humanity. Teams expressed a heartfelt belief in the importance of treating patients like human beings rather than numbers, ensuring that they feel seen, heard and deeply cared for.
Cincinnati-area consumers and current TriHealth patients expressed that, to believe that they received the best possible care, they first needed to feel understood and cared for as a human being.
This consumer insight led to the strategic platform for the brand campaign: that TriHealth’s surprisingly human care drives the best health outcomes. We brought this to life in Be seen. Be heard. Be healed.: an invitation to experience the humanity and the healing that results.
Our integrated healthcare marketing campaign used powerful, consumer-focused headlines and depicted moments of humanity to highlight instances of healing and relief that people could expect to feel with TriHealth by their side. Messaging emphasized the power of personal connection with a care team — and the system’s holistic, proactive care approach.
“Core was able to hold a mirror up to TriHealth’s true identity in the market. With that knowledge, they brought that identity to life through our marketing and to rally our 11,000+ team members behind it. In the end, we developed a unique, credible and impactful brand position and creative platform that resonates with both healthcare consumers and our team members.”Rob Whitehouse - VP of Marketing & Communications, TriHealth
Since the advertising campaign launched, TriHealth has seen a 13% lift in unaided brand awareness. Among local consumers, TriHealth is uniquely considered to provide warm and human care and is perceived to help patients be well and stay well. TriHealth remains the preferred system for women's services and has seen increases in preference across other key service lines since the campaign launch as well.
Through our partnership with ThedaCare, we’ve highlighted the health system’s commitment to the needs of its community — and inspired action.
Our Let Them Play campaign improved a system's reputation and stemmed outmigration for an updated children's health clinic in northeast Arkansas.