Baptist Health is the largest healthcare system in Arkansas and has been a Stone Ward client for almost a quarter of a century.
When Stone Ward started its partnership with Baptist Health the brand was a leader in providing healthcare across its system but was not marketing itself as a one-brand, one-voice system. In our first years with Baptist Health we focused on unifying all of its hospitals, clinics, therapy centers and other access points under one brand, launching the system’s first brand campaign in the 90’s and continuing to provide integrated marketing support to its executive team.
In 2015, in response to new and evolving competitive pressures and the desire by a new CEO to focus on health and wellness along with patient care, Stone Ward was asked to evolve the brand and its advertising to reflect this more full circle approach to healthcare. Relying on both qualitative and quantitative research to inform our strategy, Stone Ward took the campaign out of the hospital and clinic walls and spoke to the ultimate benefit of healthcare – to get you back to your life.
The campaign idea spoke to the brand’s ability to be the consumer’s guide to health–providing a continuum of compassionate care from birth to death. We used real people and real stories to make a personal connection with each audience segment leveraging the campaign platform “Keep On Amazing.” The powerful KOA platform effectively brings to life the emotional connection people across the spectrum have with Baptist Health while celebrating healthy, happy and amazing lives.
Our omni-channel approach was designed to drive awareness and engagement on traditional and digital platforms driving awareness, brand loyalty, brand value and service line referrals. The campaign successfully accomplished all of these goals and readied the system to stand strong through the Covid crisis.
Keep on Amazing Print Ads
