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.

RESULT

Erlanger saw quick and dramatic improvements in qualitative measures, and now ranks first in “the hospital I would choose.” Admissions, surgeries and ER visits have also increased, along with market share in every service line.