Our brand repositioning campaign for Ellis Medicine is built around discussions; conversations about rethinking healthcare processes and improving the experience. What makes this campaign credible to an audience that demands transparency and honesty is the candid interviews with real patients, doctors and staff, presented in short- and long-format videos for television and the web.

The first service line campaign for their heart program is themed “Heart2Heart Conversations.” It features patient Joanne Bernardi, a young mother whose life was saved by emergency heart surgery at Ellis. Her story is moving: she just adopted two young boys from China who relied on her for everything. When her doctor said she had a life-threatening heart condition, she experienced fear and concern for her young children. She showed her surgeon a picture of her two boys and said, “You just can’t let me die.”

Joanne’s story provides a powerful and memorable example of how Ellis is improving care for their community. Do your customers have stories that illustrate and personalize your brand story?