Market share soars
to an all-time high.
CHALLENGE
The 7th largest public health system in America, Erlanger was suffering from years of financial
losses. Qualitative measures such as “best hospital,” “best technology,” and “the hospital I
would choose” were lagging behind their competitors. Market share in key service lines was
decreasing.
The good news? Erlanger had unique and compelling attributes and benefits that the market
simply didn’t know and new leadership that was insistent that Erlanger’s story be told.
STRATEGY
The Johnson Group worked closely with Erlanger’s new leadership and set out to
communicate their bold and impressive vision. Together, 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.
BRAND POSITIONING
The Johnson Group conducted a Brand Positioning session with key stakeholders
then developed a Brand Positioning Statement and Meaningful Difference.
TV
We leveraged one of Erlanger’s most beloved brand icons—its LIFE FORCE air ambulance
fleet—for this dramatic commercial reinforcing Erlanger’s mission to bring in the top
cardiovascular talent from all over the country.
Erlanger: “Special Forces”
We teased the idea that a new era in heart care was coming with an introductory commercial that, using a visually stunning focus effect, transformed Chattanooga’s most recognizable city lights into hearts.
Erlanger: “Heart City”
Erlanger: “Pulse”
The Johnson Group created the ideal orthopaedic spokesperson (replete with plenty of appropriately placed and timed squeaks) to demonstrate that the Erlanger Orthopaedic Institute treats even the most complex cases..
Erlanger: “Squeaky”
This dramatic visual metaphor explained the benefits of SAVI breast cancer treatment in a simple and captivating way.
Erlanger: “Arrows”
OUTDOOR
Erlanger Health System – “Kidneys”
Erlanger Health System – “Arrows”
Erlanger Health System – “Lifeforce”
AIRPORT SIGNAGE
We promoted Erlanger’s world-class cardiology program with several high-profile out-of-home placements, including the region’s busiest airport.
STADIUM SIGNAGE
DIGITAL
The Johnson Group created a Full-Funnel Digital Campaign Strategy and Execution
across Display, Mobile, Video, Audio & Native, Social, and Search advertising channels.
All digital efforts were tracked to ROI as shown in the example below.
CONTENT MARKETING
A comprehensive Content Calendar was created for each strategic business unit
(Center of Excellence).
SAMPLE SOCIAL POSTS
The Johnson Group planned, placed and created all our print campaigns, including unique
print placements that break through the clutter (shown below).
ALTERNATIVE MEDIA
The Johnson Group created and placed a “cancer can’t hide from CyberKnife” alternative media campaign.
