Challenge

Ashland Community Hospital is a small, not-for-profit hospital located in a scenic corner of western Oregon. Although it’s an outstanding hospital, ACH is competing for patients with larger hospitals only a few miles away, and battling the prevailing perception that the larger hospitals offer technical superiority through sheer size. Our challenge was to position ACH in a way that highlighted its advantages and redirected community perception about the hospital’s capabilities.

• Hospitals like Ashland Community can thrive when they focus on what they do best—deliver better, more personal care than a large hospital can, and do it closer to home.
• Ashland is a member of the Planetree network, a system that embraces patient-centered care in every aspect of its operation—treatment, environment, food, surroundings. Our solution refined their brand to reflect all of Ashland’s Planetree advantages—technically proficient, personally engaged and committed to community—while embodying the informal, friendly culture found within the Ashland community.
• The initial rebrand was launched with online web banners, videos, newspaper ads and radio spots.