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 woman 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.
Thanks to a reputation earned over a 40-year history, The Woman’s Hospital of Texas is trusted to deliver more babies than any other hospital in the state. A mind-blowing 800 a month—BOOM. In fact, Woman’s is known as the birthplace of woman’s health, as it was the first hospital in Houston and the first facility in Texas dedicated to the health of women and newborns. And while labor and delivery has been the hospital’s most prominent service offering, it delivers so much more.
The hospital’s target audience—every woman, at every stage and age of life—needs to know that this is her hospital, no matter who she is. Normal pregnancies? High-risk pregnancies? Infertility issues? Yes, yes and yes. But Woman’s is also the hospital for the woman who doesn’t have babies on the brain at all, offering services in breast care, gynecology, physical therapy, urogynecology and so much more that she might not expect from Woman’s.
To better understand woman’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? That, in turn, let us capture the audience and convey, she—is you (and you, and you and you). And “she” has a story filled with love, hope and sometimes fear, just like you do. Through traditional advertising, digital and branded content, we demonstrated everywhere that whatever your healthcare story, The Woman’s Hospital of Texas is here on every page turned.