HCA Virginia had a robust system in Richmond, but struggled to differentiate themselves from nearby faith-based and academic competitors. Their brand needed redefinition, in terms that imparted real, recognizable value to the patients of the city.

DIAGNOSIS

As part of the detailed research phase, benefits testing showed patients clearly valued a comprehensive health system over an individual hospital. The numerous focus groups detailed the perception gaps that HCA Virginia had to contend with. Franklin Street focused on identifying those brand strengths that patients would relate most to their everyday lives.

PRESCRIPTION

The “Life/You Only Get One” campaign used imagery from all corners of the Richmond market and combined it with an all-American iconic tone to connect patients with the value of a strong national system right in your back yard. The second phase of the campaign unveiled service line benefits to patients using the impactful headline technique of “Goodbye…Hello”. With HCA Virginia behind them, Richmond could say “Goodbye Cancer…Hello Life”.

RESULTS

HCA’s “Life, You Only Get One” campaign was the system’s first platform that articulated the strength of their system while highlighting the value of its individual, local components.