Vanderbilt Medical Center came to us with a perception problem. Consumers recognized it as the market leader in research and innovation, but they didn't attribute much warmth to its brand. And with Vanderbilt’s message of patient-focused care and personalized medicine, the challenge was to create a campaign that would make these claims believable. The good news, which we understood as long-time partners with Vanderbilt, was that it could authentically stand by these claims. It just needed the right approach.
Working directly with Vanderbilt’s own marketing team, we developed a strategy to shift the focus of this brand campaign away from the experts. Our idea was to give the mic, as it were, to real patients and — tiny risk here — let them tell the story of their patient journey in their own words. We would guide them to talk about their fears, their experience, and mostly, their relationships with their doctors. (Later in the campaign cycle, we began to include the physicians' side of the story.)
Jill Austin Testimonial
Casting was key. We spent several weeks visiting and pre-interviewing patients for the right stories and messages that aligned with broader marketing objectives like which service lines to promote. Once selected, our production team spent two days with each patient, filming them in scenarios that evoked special meaning and memories. Each story we captured was developed into a TV spot and digital-only short film.
More Than A Patient
Go Live Your Life
Go Live Your Life Short Film
Hannah's Hospital Short Film