Marshfield Children’s Hospital

What they were up against

Marshfield Clinic Health System’s hub for pediatric care is Marshfield Children’s Hospital, central Wisconsin’s only dedicated pediatric hospital. It lives onsite in Marshfield Medical Center’s main campus and offers 74 beds. A lack of identity, minimal marketing investment, and low external and internal awareness had led to potential patients regularly bypassing – literally driving right past – Marshfield Children’s Hospital for competitors in larger metro areas, some over three hours away.

What we did to help

When a hospital is visited for the needs of a child, the world of the patient and their family shrinks to the space around them. At a time when the world is small, everything in that world matters. Marshfield Children’s makes it a priority to treat every child as an individual, not just another occupied hospital bed. We developed a unique brand that set Marshfield Children’s apart from the broader system and conveyed our commitment to keep childhood in our patients’ treatment. We launched the new Children’s campaign that was a departure from anything else in the segment. It turned traditional marketing on its head by saying they wanted more empty beds in the hospital. The campaign we developed was driven by our love of kids, using the bold creative expression – “Kids don’t belong in hospitals.”