Riverside: Innovation Campaign
How do you get local consumers as excited about a hospital as the national experts are?
Despite having a world-renowned reputation, Riverside Methodist Hospital in Columbus was losing market share to its two local rivals. To change that we did extensive research and found three stories that exemplified the truly groundbreaking work being done there. And then we turned these three stories into a campaign, targeting both the external and internal markets.
Comparing pre- and post-measures of brand association, Riverside Methodist gained 9 percentage points or the equivalent of a 41% increase overall in favorable attributes related to the hospital. And even though the campaign was focused on innovation and technology it actually strengthened all measures of brand equity.
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