Benefis
Located in Great Falls, Benefis Healthcare is the largest hospital in Montana, with an outstanding staff of doctors and nurses. But it’s also home to a brand new suite of voice-activated, state-of-the-art operating rooms. They just opened one of the most progressive cancer care treatment centers in the country, the Sletten Cancer Institute, and a new cardiac center is under construction. Most importantly, they’re committed to a 5-year expansion plan that that will result in the creation of a “healthcare complex of the future.” This is all stuff no one else in the state can say. Thing is, no one really knew anything about it, and preferred going to other hospitals as much as 3 hours away instead. Oh, and there was a brand new healthcare group opening up right down the street. We saw it as the classic example of a brand having to compete against its old self as much as anyone else.
As it turned out, our job was actually pretty easy. With all the great things going on at Benefis, there were plenty of great stories to tell, which we did by repositioning Benefis not as what it is, but precisely as what it isn’t - “Not Your Typical Hospital.” Our new branding effort was introduced in two phases - the first part teasing the opening of Sletten by announcing “the future of cancer care is closer than you think;” the second was the launch of a multi-media campaign that included print, radio, Web design, and ambient and non-traditional media.
www.benefis.org
Located in Great Falls, Benefis Healthcare is the largest hospital in Montana, with an outstanding staff of doctors and nurses. But it’s also home to a brand new suite of voice-activated, state-of-the-art operating rooms. They just opened one of the most progressive cancer care treatment centers in the country, the Sletten Cancer Institute, and a new cardiac center is under construction. Most importantly, they’re committed to a 5-year expansion plan that that will result in the creation of a “healthcare complex of the future.” This is all stuff no one else in the state can say. Thing is, no one really knew anything about it, and preferred going to other hospitals as much as 3 hours away instead. Oh, and there was a brand new healthcare group opening up right down the street. We saw it as the classic example of a brand having to compete against its old self as much as anyone else.
As it turned out, our job was actually pretty easy. With all the great things going on at Benefis, there were plenty of great stories to tell, which we did by repositioning Benefis not as what it is, but precisely as what it isn’t - “Not Your Typical Hospital.” Our new branding effort was introduced in two phases - the first part teasing the opening of Sletten by announcing “the future of cancer care is closer than you think;” the second was the launch of a multi-media campaign that included print, radio, Web design, and ambient and non-traditional media.
www.benefis.org
