Skills used: behavioral change research for general public and HCP (qual & quant), competitive audit, client workshops, brand foundation, positioning, and architecture development, creative brief writing, internal and external launch campaign development, client presentation creations and deliveries, comms framework with channel and tactical planning, copywriting

Business challenge: refresh a 100-year old healthcare brand to stand out from the sea of sameness in Arizona.

Audience research takeaway: many patients want collaborative relationships with their providers, but feel stuck choosing between bedside manner and expertise.

Insight: It’s not just the facts patients want — it’s the feeling.

Strategic brand idea: HonorHealth’s collaborative, approachable experts are the antithesis of cold and clinical. We aimed to increase preference with a bold positioning and bolder identity that spotlights its Arizonian legacy.

Bringing the big idea to life: We launched their refreshed brand across 11 hospital locations with a traveling brand road show to excite and educate team members plus an external campaign across the greater Phoenix area.

Integrated campaign placements: 3 broadcast spots, 3 radio spots, 12 OOH/Transit/Airport, social media, digital, print, 11 employee brand launch events, in-facility signage, gear and swag