To better understand women’s healthcare perceptions and experiences, we conducted custom research—an intimate conversation with women about their healthcare journeys—and learned their persistent feelings of inequality, expectations and pressures they face. The brand strategy was born out of these invaluable findings to create a 360 campaign launched by asking the simple question—Who is she?
Who is she? It’s not a trick question—but a real one. She’s your mom, sister, neighbor, wife, coworker. She’s every woman, yes—yet, like no other woman at all. That’s what’s amazing about who she is—whoever she is—she’s one-of-a-kind, and The Woman’s Hospital of Texas is dedicated to treating her that way. Putting women first is what they do, so we created a brand campaign to put the hospital in the mind of every woman first—when it comes to meeting her individual healthcare needs.
The raw honesty and heartfelt transparency resonated with women everywhere.
This bold, heart-pouring campaign was part of a larger system-wide body of work that drove 40% increase in year-over-year revenue for the HCA Gulf Coast Division. We established web performance as a KPI to measure increased engagement with a younger audience, and digital and social engagement for this campaign over-delivered all expectations.
+ 70% increase in impressions + 517% increase in clicks and an increase in key web engagement statistics + 15,384 additional physician profile views during the campaign period
It has also garnered awards for the agency and our client:
+ AAF-Houston 2020 Gold Addy – Consumer campaign + AAF-District 10 2020 Bronze Addy – Video editing + American Marketing Association 2020 Crystal Award + Modern Healthcare Marketing Impact Gold Award