Healthcare | Brand Refresh, Brand Awareness & Patient Acquisition
Rochester Regional Health
Overview
Rochester Regional Health (RRH), an integrated health services organization serving the population of Western New York, collaborated with EVR Advertising to reposition and market its brand.
EVR’s selection as a strategic partner was based on the team’s expertise in branding, backed by an in-depth understanding of the healthcare sector and a commitment to sustainable and innovative practices.
Challenge/Objective
RRH aimed to be positioned as a healthcare system that embraces the future, emphasizing its commitment to innovation and sustainability. The challenge was to articulate this brand vision clearly and develop a revitalized brand platform that could be expressed through a comprehensive campaign of both traditional and digital elements.
Strategic Approach
EVR embarked on a comprehensive discovery process to gain a deep understanding of RRH’s brand vision. This provided an insightful interpretation of key brand elements, including RRH’s positioning statement: “Consumers that seek a forward-thinking innovator choose Rochester Regional Health.” EVR used this knowledge to develop creative themes and a suite of campaign taglines. Foundational messaging was presented to RRH’s leadership in a brand expression storyboard to set the tone and provide context to the taglines through imagery. The chosen campaign theme, “Next Is Now,” was seen as an opportunity to power RRH’s marketing initiatives.
Tactics
The “Next Is Now” campaign was launched in multiple phases, with teaser elements to generate interest and a dramatic regional TV reveal during the Super Bowl. An agile digital media buy, including programmatic placements and creative elements on social media platforms like Facebook and YouTube, maintained momentum.
Results
The campaign produced significant results, including a 15% increase in organic traffic to RRH.org. It also drove over 37,000 unique users to the campaign microsite and achieved a 61% higher brand recall compared to competitors. This successful collaboration between RRH and EVR Advertising revitalized RRH’s brand positioning and image, strengthening its commitment to being a healthcare system at the forefront of innovation.
