Community Memorial Hospital
ground floor
As the leading healthcare provider in Oconto County, Community Memorial Hospital wanted to communicate its local expertise and advanced diagnostic capabilities. The goal was to educate potential patients and change perceptions, so that CMH was positioned as a nearby, well-equipped and experienced healthcare option to other facilities in the Green Bay/Appleton market.
brand elevation
Utilizing an integrated campaign of TV, out-of-home, radio, print, DM and brand collateral, we created a cohesive message that localized the expertise of CMH. For television, we recruited community leaders and icons to participate in the commercial. The “point” commercial gained local momentum and buzz for its use of recognizable talent and landmarks, while its message clearly delivered the CMH point of differentiation. Radio and out-of-home further supported the brand message, while print and DM promoted individual doctors and service lines.
With positive feedback, the campaign elevated CMH in the healthcare provider consideration set.
