Coming off a string of delicate PR issues, CaroMont Health was in need of a new marketing campaign that both demonstrated the hospital's understanding of patient grievances but also outlined plans of its commitment to improving patient care throughout the CaroMont system.
We developed a campaign that walked the fine line between positively bolstering CaraMont's brand and admitting some culpability around the negative feedback that had been weighing it down. The issue - as is so often the case - boiled down to poor communication. Misunderstandings between doctors and patients in a hospital room leads to further health problems and higher costs. By addressing this throughout the campaign we were able to reflect CaroMont's commitment to improving communication between the institution and the public.
AD: Brendan Ward
CW: Lori Douglass