Who knew that world-class medicine was available in the mid-Hudson Valley? Driven by clever, unexpected creative messaging that cut through regional media clutter, our repositioning of Vassar Brothers Hospital attracted patients from surrounding areas who previously traveled to major tertiary centers instead. Service line campaigns resulted in rapid growth in several key areas; building trust for their new cardiothoracic surgery program, establishing the cancer program as the preferred provider in the region and successfully introducing the new birthing center before it opened. The work tripled preference shares from 20% to 65% in just three years and was recognized by advertising’s most prestigious awards, including The One Show, Healthcare Advertising Awards and London International Awards.