CHALLENGE

Even though it is the 7th largest public health system in America, Erlanger was second for key qualitative measures such as “the hospital I would choose,” “best doctors” and “the best for cancer care.” Market share was declining for many service lines, including oncology.

The good news? Erlanger is an academic, teaching hospital, placing it in an elite group of only 6% of U.S. hospitals. Erlanger had the physicians, the breakthrough procedures, the cutting edge technology, clinical trials, and research that define academic medicine. The market simply didn’t know.

STRATEGY

The Johnson Group set out to tell Erlanger’s impressive and differentiating story. We positioned Erlanger as providing world class care, right here at home. Then, we developed a multimedia campaign with unique concepts and unexpected placements across every media channel.

RESULT

Erlanger saw quick and dramatic improvements in qualitative measures, and is now established in the minds of consumers as the region’s number one hospital, with the best doctors, best technology and best outcomes. Market share increased across all major service lines, including oncology.