what they were up against

Fairview Health Services is the third-largest healthcare system in Minnesota, with a 100-year history, seven hospitals and medical centers, 40 primary care clinics, 55 specialty clinics and 27 pharmacies. Fairview had begun to rely on momentum and had not run a brand awareness campaign in over five years.

Meanwhile, regional competition was increasing as other healthcare systems grew through mergers, specialty clinics proliferated, and the Mayo Clinic made a dramatic market entry. Fairview needed to connect on an emotional level to build awareness and loyalty.

what we did to help

Understanding the right demographic and psychographic landscape was critical to building a strategy. We conducted interviews with Fairview’s executive team and small group sessions with senior leadership. We learned that at Fairview, what everyone does every day goes well beyond the typical healthcare experience.

“Well and Beyond” became the campaign theme. We refreshed the brand and developed TV spots that showed the patient care experience and breadth of services. We also developed an internal campaign with posters and intranet features calling for employees to nominate a colleague who had gone “Well and Beyond” in their work.

The campaign increased both awareness and appointments made. There was also an 18% increase in total unaided awareness. Additionally, we found that 83% of web traffic following the campaign launch came from first-time visitors.