Hospital maternity choice is an emotional decision that establishes long-term loyalty.
ST. VINCENT’S IS THE ANSWER TO THE AGE-OLD QUESTION
Brand Strategy: Maternity service choice is often a woman’s first proactive healthcare decision. By establishing a trust-reinforcing emotional connection utilizing the principle of social proof, St. Vincent’s Health System can initiate a life-long commitment in providing high-quality care for future family healthcare decision makers.
Creative Idea: Where Babies Come From. Instead of tired testimonials, we established St. Vincent’s as the definitive answer to children’s incessant curiosity to the question, “Where do babies come from?”
Market Results: St. Vincent’s increased its brand preference with consumers by more than 50 percent, vaulting it ahead of UAB into the #1 position over all. St. Vincent’s also became the unrivaled leader in top-of-mind awareness for maternity care and other women’s health services.