AKRON GENERAL HEALTH SYSTEM

Standing out by caring enough to listen

New Brand Position and Campaign

Akron General Health System needed to increase consumer brand awareness, preference and utilization. In a market known for exceptional healthcare, touting advanced expertise was not enough to make the brand stand out.

Patients don’t just want to be treated for ailments. They want their healthcare providers to listen, work with them and provide ongoing, proactive support for their whole selves.

hfa developed a new brand position and strategy focused on Akron General’s wellness philosophy and personalized, collaborative approach. An integrated campaign included TV, radio, print, outdoor online media and community sponsorships.

0 %
Increase

in patient-reported utilization

0 %
Increase

in brand preference for health and wellness programs

0 %
Increase

in unaided brand awareness while that of the competition decreased