When this 120 year old hospital opened a $120 million expansion / renovation a total rebranding campaign was developed.
A new word in hospital marketing was created that struck a nerve with hospital staff and the community “Patientology” defined the heart and soul of this hospital – where state of the art technology was now blended into a place that had long believed a patient is always a person first.
The campaign, launched before the opening of the hospital expansion, helped Hudson Valley overcome its undeserved reputation of being just a small time community hospital.
Over the course of six years the campaign expanded into individual service lines reflecting the look and feel of the overall brand campaign while strategically targeting markets.
A new cancer center was opened announcing a more integrated approach to cancer care.
The maternity center marketing campaign illustrated how women have the birth experience of their choice.
*Awards from the National Healthcare Advertising Awards include gold, silver and bronze for t overall brand campaign, cancer center and maternity and for the healthcare initiative and event Seeds for Health.