The idea of patient-first represents a new way of thinking and a model of care. It understands that people, no matter who they are, have basic needs and wants, beliefs and expectations. And when they need Orlando Health most, they believe that the attention should shift completely to them. Orlando Health believes this too, and, at that very moment, Orlando Health will come together to represent something much more important than the healthcare center itself, it will represent their health.
“Everything we do starts with you”
Push’s brand campaign for Orlando Health brought their promise of patient centered care to the forefront through an integrated external and internal marketing campaign.
To expand upon this patient-first model, Push set up a brand campaign in two phases.
Since brands are built from the inside out, we launched an internal initiative—Everything Starts With You to have all team members onboard before we launched the external message communicating the We Do portion.
We began by utilizing their internal messaging portal and all the digital components within it. We also developed a collateral system that included posters, flyers, newsletter templates and an employee brand book that captured what Orlando Health believes in their approach to patient first.
We launched the :60 Anthem spot setting up Everything We Do. After saturating the market with the anthem commercial, the second phase utilized several facility-focused :15 spots. The :15 spots allowed us to extend our market reach and frequency while profiling multiple facilities.