Baptist Health
Repositioning a hospital through a community-driven integrated campaign
Baptist Health is well known as Northeast Florida's most comprehensive health care provider. As part of their commitment to continually expand and enhance the circle of care to meet the needs of an ever-growing community, Baptist was seeking to ensure consumers in the Northeast Florida Beaches area understood the quality of care at Baptist Beaches Medical Center.
Research indicated that Baptist Beaches was perceived as an "outpost" of the Baptist Medical Center Downtown or as a "not quite full service" hospital, so the Baptist Health marketing team asked Burdette Ketchum to help identify the Baptist Beaches DNA and improve perception throughout the community. Burdette Ketchum dug deep to understand why Baptist Beaches was different than other hospitals, and discovered an inextricable combination of Intimacy and Quality of Care – articulated as "Care That Amazes."
Burdette Ketchum developed an integrated campaign to prove the many ways that Baptist Beaches delivers “Care that Amazes”, which continues to enhance the perception as a first-choice hospital throughout the Beaches community.
Twelve months after the launch of the program Baptist Beaches achieved a market share gain of 3% and continues to grow in reputation and utilization.
To learn more, visit CareThatAmazes.com.