CHALLENGE

West Tennessee Healthcare is the only tertiary healthcare system between Nashville and Memphis. This system of 17 hospitals and clinics serves over half a million people in rural West Tennessee. Yet, the vast majority of consumers—including current patients—had no idea these facilities were all part of the same quality network.

Our challenge was to project a powerful strategic vision that unified the providers and services, while positioning them as the region’s leading healthcare system.

STRATEGY

Working closely with the management team, we launched a cohesive identity for the system, under the brand name West Tennessee Healthcare. Since the great majority of consumers were born at a hospital in the system, it enabled us to tell a unique brand story in a very unusual way. Through an extensive multi-media campaign, we pointed out that while the name was new, people have trusted us since the very day they were born.