BJC HealthCare
Community Hospitals
BJC HealthCare is one of the largest nonprofit health care systems in the United States, providing services to residents primarily in the greater St. Louis, southern Illinois and southeast Missouri regions. BJC serves patients in urban, suburban and rural communities through its 14 hospitals and multiple community health locations.
THE PROJECT
Magnetize provides brand guidance to the BJC marketing team on a wide range of projects. We have a reputation for collaborating closely with their in-house creative team to ensure that even the most specific initiatives are built on intentional messaging and design that considers the role of the entire health care system across the region. The following case study represents one example of that work.
Modular messaging
We identified the need for BJC’s community hospitals to have a more cohesive brand position. To achieve this, we looked to the parent organization’s tagline, “The world’s best medicine. Made better.” to create neighborly, accessible message: “Your Best Medicine”. The phrasing opened the door for a modular messaging structure that allowed us to connect BJC community hospitals to something bigger and to demonstrate the many ways they make medicine better.
A community hospital campaign
The Christian Hospital brand campaign is an example of the “Your Best Medicine” brand position at work for BJC HealthCare’s community hospital in North St. Louis County. Working with hospital leadership, we identified four key areas of excellence in which we could share real examples of investment and performance — Quality, Community, Access and Innovation. Our campaign featured headlines that reflected those areas:
Quality is Your Best Medicine
Access is Your Best Medicine
Community is Your Best Medicine
Innovation is Your Best Medicine
A fresh take on an established brand
Designing something fresh and intriguing within a well-established brand can be challenging. Our creative team brought in familiar BJC brand elements such as the blue BJC leaf shape, to leverage its equity but used it in a different, inspired way.
Meeting people where they are
To be successful, the campaign needed to reach the market through multiple touchpoints. We utilized an array of channels, from Pandora and broadcast radio to outdoor boards and digital display.
Focus groups indicated a boost in brand preference, specifically referencing the success of this campaign.
Continuing the narrative
Our campaign’s call-to-action invited the audience to continue learning about the hospital’s achievements in Christian Cares Magazine, a publication that includes feature stories highlighting staff, patients,innovations, community events and useful wellness content. Magnetize is responsible for the editorial content and design of this publication. It continues to perform well in readership surveys, and has been proven to positively impact service line awareness and performance.
Great community hospitals do more than deliver quality care. They go beyond the walls of the hospital, creating access and sharing knowledge, and this campaign demonstrated Christian Hospital’s renewed commitment to the community.
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