MAINE MEDICAL CENTER
Imagine a campaign where we recognize the ultimate truth about the brand experience. People don’t want to be in hospitals. Rather than focus the message on all of Maine Medical Center’s high-tech procedures and awards, GarrandPartners designed a campaign to connect with consumers on an emotional level by tapping into what matters most to all of us who have a need to be in the hospital – getting back home. This truth applies across the breadth of hospital services and celebrates what Maine Medical Center does best of all – cares for our community.
Past research linked favorable consumer attitudes to patient visits. Our primary goal in this campaign was to further increase favorable consumer attitudes for Maine Med. Based on advertising recall, our campaign increased brand favorability by 10% and resulted in higher patient utilization of hopital services.