Brand situation

Genesis is an independent healthcare system in Zanesville, OH. They had suffered some bad press, and overall customer perception was that you couldn’t get good treatment, let alone leading edge treatment, in Zanesville.

Project objective

Redefine the brand and launch a campaign to change perception while highlighting the quality of care in key areas—trauma, cancer care and cardiac care. Create a brand book complete with brand definition, guidelines for logo use, colors and copy tone and voice. Also include promotional examples as benchmarks for all health system departments.

Television spots

Radio spots

Online ads

Outcome

Increase in customer awareness of services offered in Zanesville.