How do you help a new hospital break through in a community accustomed to a healthcare monopoly? You listen to them!
This entire campaign was based on a single question: what do you want from a hospital? Interviews were conducted on the street, outside a Friday night fish fry and at a little league soccer games then turned into a “We’re Listening” digital, print, and broadcast campaign.
The results? Unaided awareness and preference levels for Saint Mary’s exceeded its first-year market share. (Bed capacity was maxed out less than a year after opening.)