I worked with the folks in Marshfield my entire time at Lindsay, Stone and Briggs. We did pretty much everything for them including print, outdoor, display, in clinic messaging, TV, radio and assisted in creating brand graphics for website to presentation decks for their CMO
Before we started working for them, Marshfield Clinic had a reputation for being the place to go when there was nowhere else to go. They had the expertise and experience to handle most of what anyone had thrown at them. However, as far as touch, most folks thought they were a bit on the cold side, only treating the illness and not the patient. Our strategy was to try to warm them up a bit.
The first campaign we focused on simply moving consumer perception toward a softer, warmer Marshfield Clinic, who's care was more patient centric. We shot images common looking subjects in locations that fit with the Marshfield area. TV also reflected simple scenes of a life being lived well.
Follow up campaigns focused more on service line centric messaging, still reflective of life in north central Wisconsin. Conversion also shifted as well toward scheduling an appointment.