Case Study
Edward-Elmhurst Health
We helped launch a new hospital brand — and delivered 15,000 new patients in the process.
Healthcare · Brand Launch · TV · OOH · Radio · Digital · Transit
Overview
About Edward-Elmhurst Health
Edward-Elmhurst Health is a hospital system made up of three hospital campuses and over one hundred specialty locations, serving a region of 1.9 million residents. The system boasts $2 billion in assets and $1 billion in recurring revenues.
The Challenge
Where They Started
When Edward-Elmhurst Health formed as a new combined system, it needed to break through an extremely competitive Chicagoland healthcare market — announcing its brand, building awareness, and improving patient intake simultaneously.
A New Brand in a Crowded Market
The Chicagoland healthcare landscape offers residents numerous options. A new system name meant starting from zero in a market where incumbent brands had decades of recognition.
Shattering Expectations
A modest campaign wouldn't move the needle. The system needed to be unmissable — which meant bold, immersive, high-impact media across every relevant touchpoint.
Clinical and Financial Pressure
Beyond awareness, the campaign had to improve patient intake and financial results to ensure the health of the newly formed system.
The Solution
What We Did
Signed Danica Patrick as spokesperson for the new ‘Healthy Driven’ brand identity, then built a fully integrated campaign to maximize her reach. Ran TV spots on the Super Bowl, Academy Awards, Golden Globes, NFL, and NASCAR. Executed train station takeovers at Union Station and Ogilvie Transportation Center. Deployed 20 digital and static billboards on major expressways, blanketed top radio stations, wrapped buses, and advertised in movie theaters, fitness centers, and gas pumps. Activated brand ambassador programs with stationary bike smoothie stations, targeted cable TV and print, multiple waves of door hanger drops, and negotiated digital tie-ins and added-value packages.
The Results
What We Delivered
- 15,000 New Patients
- Top-of-Mind Awareness Surpassed All Competitors by at Least 2x — Independent Research (NRC)
- Increased Market Share for the Newly Formed System — IHA COMPdata
- Significant Increase in System Income from Operations Year Over Year
Thank you and absolutely terrific work! You crafted the most comprehensive and integrated marketing campaign that I've been a part of — and believe me, it is getting noticed!
Jill S. Newham
System Director, Marketing — Edward-Elmhurst Health
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Tell us what you’re running and what it’s producing. We’ll come back with a clear read on the demand in your market, a look at what your competitors are running, and where we see room to improve performance and get more from every dollar. No deck. No homework. Just a good conversation about what’s working, what isn’t, and how to make it all work harder.
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