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About the Client

Nashville-based HCA Healthcare (NYSE: HCA) is comprised of 185 hospitals and approximately 2,000 sites of care including surgery centers, freestanding ERs, urgent care centers and physician clinics in 20 states.

The Challenge

As an organization focused on heightened operational efficiency, there was an opportunity to streamline their approach to pediatrics from a global perspective.

Insight

Position the brand as an active participant, a solid partner alongside parents in getting their kids back to their healthiest.

Exhaustive research was conducted through six studies with over 2,000 participants.

The Strategy

Since the brand purpose is one of accountability and inclusivity, we positioned HCA Children’s Services as hip, youthful, optimistic and accessible as well as high-quality, appealing to parents of all cultures and socioeconomic levels.

 
 
 

Amazing Together

Each child has a unique capacity to enrich our lives and make our world a better place. When we all come together to pave their way, in health and in life, amazing happens.

We focused this campaign on the actual target – specially Gen X and millennial parents. Parents of this generation aren’t like parents of previous generations. They relate and care for their children in a different way. A different level of care and involvement.

That’s why HCA Children’s Services is different. The level of partnership offered allows parents to play their essential role as chief caregiver for their children-along with the expert medical care offered by our doctors and nurses.

This campaign gets personal and speaks directly to-and only to-the parents and caregivers.

BPD worked with the HCA Corporate team to develop a phased approach to launch, leveraging the research as the foundation. It was imperative that the launch activate from the inside-out and that there would be buy-in and internal commitment on the pathway forward.

The Results

1.

Multiple divisions have adopted and implemented the Amazing Together campaign within their markets.

2.

In the Denver market, after one year of consistent media support through the Amazing Together campaign, BPD Pulse survey results showed:

  1. 28% increase in unaided brand awareness;
  2. 12% increase in brand familiarity; and
  3. 15% increase in unaided logo recognition.

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