NorthShore University HealthSystem
You’re one of the largest hospital systems in the region and for legal reasons, you have to change your name. A name that carried with it decades of equity as a provider of quality healthcare to the region. A name that was linked to one of the nation’s finest universities. And now it’s gone.
How do you let the community know that although your name may have changed, the institution has not? Our advice was, “Talk about your history of caring for the community. Just make sure it doesn’t sound like all the other hospitals.” After only 3 months on the air, awareness of the new name nearly matched that of the old—all without a single picture of a doctor or a pretty shot of a hospital building. The 2 Clios we won were nice too.
