With its major competitors dominating headlines with mergers and building expansions, OSF Saint Anthony Medical Center needed to develop a compelling and authentic marketing campaign to build brand awareness and differentiate itself in the marketplace. The concept needed to be flexible and scalable and able to integrate into traditional and digital communication mediums, outreach efforts and public relations strategy.
OSF looked to Chartwell Agency’s expertise to review all current marketing efforts, identify primary messaging, develop a creative campaign concept, and drive production and distribution efforts in a multi-channel release. The campaign needed to provide a solid foundation upon which the hospital could grow, creating a platform to share OSF’s longstanding reputation for excellence, innovation and compassionate care.
The resulting campaign, “A Higher Power of Health,” played off OSF’s key differentiator as a faith-based organization and touted the medical center as the region’s healthcare provider of choice. In addition to developing overarching brand awareness, the campaign offered potential variations to draw additional attention to the connection to the Mayo Clinic Care Network (“Higher Power of Collaboration”), cancer care (“Higher Power of Caring”) and cardiovascular excellence (“Higher Power of Innovation”).