Psychological Insight
Hospital maternity choice is an emotional decision that establishes long-term loyalty.
ST. VINCENT'S IS THE ANSWER TO THE AGE-OLD QUESTION
Brand Strategy
Maternity service choice is often a woman’s first proactive healthcare decision. By establishing a trust-reinforcing emotional connection utilizing the principle of social proof, St. Vincent’s Health System can initiate a life-long commitment in providing high-quality care for future family healthcare decision makers.
Creative Idea
Where Babies Come From. Instead of tired testimonials, we established St. Vincent’s as the definitive answer to children’s incessant curiosity to the question, “Where do babies come from?”
Market Results
St. Vincent’s increased its brand preference with consumers by more than 50 percent, vaulting it ahead of UAB into the #1 position over all. St. Vincent’s also became the unrivaled leader in top-of-mind awareness for maternity care and other women’s health services.
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