The Power of Purpose-Driven Branding in the Age of Disruptive Innovation
October 6, 2018 Jason Brown purpose-driven marketing, brand strategy
We’re pleased to share this issue of Spectrum from SHSMD, featuring an article with Sharon Line Clary, Vice President of marketing at Florida Hospital, who explains how its “Someday Starts Today” campaign effectively disrupted the market to successfully reverse a decline in preference and hospital utilization.
Through the right mix of channels, Florida Hospital crafted a meaningful brand purpose with new messaging to dramatically shape brand awareness, increase volumes and get preference scores to their highest levels ever. BPD partners like Sharon continuously inspire us to deliver work that exceeds marketing goals and wins creative awards.
Jason is CEO & Chief Strategy Officer of Brown Parker & DeMarinis (BPD), an internationally-recognized advertising agency that is on a mission to make health systems and hospitals the most beloved brands in the world. A pioneer in hospital marketing, BPD works with clients to unlock the power of their Purpose inside and outside their organizations, resulting in highly engaged employees and physicians and dramatically higher brand preference and service-line volumes.