New Hospital: New Tradition
Martin Health System wanted to diversify their patient base by building a new hospital in the South Florida community known as Tradition. This planned community of younger families represented an entirely new audience. Franklin Street partnered with leadership to develop the best strategy to enter this new market.
Franklin Street discovered numerous gaps in awareness and brand perceptions within the new target audience—as well as challenges and uncertainty within their existing patient base. A sophisticated brand message would have to align Martin Health’s strengths with the seemingly disparate values and aspiration of both patient markets. Our research and focus groups estimated that these patients would bypass competitors…if they could deliver on these promises.
The new brand message translated national and local research insights into a strategy that demonstrated what Martin Health’s vision of patient-centric care meant. It was a promise. The promise of better care. Better access. Better technology. Better doctors. A better life.
“Better. For You.”
The multi-media campaign reset the brand for all audiences. The second phase teased the hospital opening and detailed how it meant a better life in the Tradition community, directly connecting the Martin Health name to Tradition Medical Center. The “Better. For You.” campaign unified the two Martin Health markets.
The “Better. For You.” brand was adopted across all of Martin Health’s hospitals. Within weeks of it’s grand opening, Tradition Medical Center not only exceeded initial volume goals, it reached full patient capacity.