Case Study

Penn State Health

Establishing a heroic health system brand in a crowded market
this is us, penn state health
this is us, penn state health

Standing Out With a Brand Position That Highlights Commitment to the Community

Penn State Health (PSH) is the leading provider of health and wellness services in central Pennsylvania and home to the longest-standing academic medical center in the region. In the face of looming competition in the Pennsylvania market, Penn State Health engaged ReviveHealth to reposition its brand and develop a fully-integrated creative campaign that would increase system brand awareness and build a positive perception of the organization among the central PA community.

With incursions into the market from other nationally recognized academic medical centers, Penn State Health could no longer rely solely on its AMC status for brand differentiation. Based on the organization‘s recent unification under the system moniker “Penn State Health” and its significant plans to build services, access, and experiences in the market — including a shared $1 billion commitment in partnership with insurer Highmark — ReviveHealth worked with organizational leaders to develop a brand positioning focused on the organization’s “commitment to reinvest in the health of our community.”

Penn State Health This Campaign on Billboards and City Signs

Bringing the New Brand Position to Life

 “This,” the distinct campaign concept, focused on the primary purpose of Penn State Health's significant and growing commitments in the area — individuals in the community who would benefit. More than just a campaign slogan, “This” represents a rallying cry and unifying message that portrays the indomitable spirit of the people of central PA — their honesty, grit, and determination. The integrated campaign launched in three phases across traditional and digital mediums, including print, out-of-home, online, TV, radio, and internal communications. 

this campaign, penn state health

Impact

While the campaign just launched in the fall of 2018, we have already seen the following results based on February 2019 NRC brand data compared to September 2018 (before the campaign launched):

41% increase in awareness

42% increase in reputation

36% increase in perception

Bonus

This anthem TV spot just won a Silver Telly Award.

 

 

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this is us, penn state health