In the 75 years since opening its doors, St. Jude evolved from a small community hospital to a major regional medical center. Public perceptions of the hospital, however, were not keeping up with its rapidly growing clinical reputation. St. Jude needed to educate many of its constituents. It needed to rebrand. To replace those outdated perceptions with a new image that communicates the hospital’s actual capabilities, we launched a fully integrated brand positioning effort. This consumer campaign targeted women 25 to 65 because research showed they make most of the healthcare decisions within the family. The ads introduced surprising new information about the hospital’s advanced expertise and technology while, at the same time, reinforcing pre-existing positive impressions of the hospital’s commitment to care. The new brand strategy won an In-Awe Award from the Medical Marketing Association.
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“Boardwalk helped us build name recognition and brand loyalty.”
Boardwalk has been able to help us develop and implement a long-term strategic marketing plan designed to promote and position St. Jude Medical Center as a world-class hospital to our many constituencies. Their ability to communicate effectively and create messages targeting key groups has helped us build name recognition and brand loyalty. And as impressed as I am by their creative skills, it is their professionalism, team spirit and flexibility in working within our budget and deadlines that I find remarkable. I expect quality, but it is service that seals the deal, and Boardwalk offers both. I absolutely have no reservations in recommending Boardwalk, and look forward to working with them in the future.
Dru Ann Copping
Vice President, Marketing and Public Affairs
St. Jude Medical Center