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BACKGROUND
Jupiter Medical Center, the award-winning not-for-profit hospital, opened its doors in 1979 after a 30-year evolution. First it was a retirement community that later evolved into a convalescence center, then to outpatient clinic and ultimately to the iconic institution of healthcare that it is today.
Growing the hospital along with the community in those early days was a largely organic process. Today, however, the population of Jupiter, Florida, by itself is nearing 60,000 residents, and those seeking healthcare services from JMC have grown from the immediate vicinity to throughout South Florida, the Treasure Coast and beyond. At Jupiter Medical Center, more than 108,000 patients receive care annually, and that figure is rapidly rising.
CHALLENGE
Ryan William’s Agency has been the agency of record since 2020 and created a multi-faceted campaign highlighting the hospital’s core service lines including: oncology care, orthopedics, cardiac services, women & children's care, and maternity care. More recently, however, the hospital’s strategy is to drill down to the individual service lines beginning with cancer care and specifically highlight the hospital’s Next Day Appointments initiative.
The challenges we faced addressing this new direction included: differentiating Jupiter Medical Center’s oncology care and services from the competition; calling attention to these differentiators among the clutter of cancer care messaging in an already saturated market; and creating messaging that both humanized the concept of Next Day Cancer Appointments and resonated with individuals in search of cancer care.
SOLUTION
RWA crafted simple, straight-to-the-point messaging consistently executed across a comprehensive media plan in print, digital channels, outdoor, TV and radio. Concepts included: “Yesterday I was diagnosed with cancer. Today I start the fight” and “No one should wait for cancer care.” Messaging was often delivered in first-person concepts, with an emphasis on an individual patient depicted in the ad or spot. Messaging conveyed the hospital’s unique program whereby patients are provided the opportunity to begin consultation with their personalized team of oncologists the day after diagnosis—a service unmatched by competing cancer centers.
RESULTS
The comprehensive campaign successfully launched the Next Day Appointments initiative; continued to raise the profile of Jupiter Medical Center as the region’s leading provider of cancer care; and drew attention to the Next Day Appointments initiative, a service unique to Jupiter Medical Center.
BACKGROUND
The Paley Orthopedic & Spine Institute, led by Dr. Dror Paley, world-renowned in pediatric limb lengthening and limb deformities, is comprised of a world-class team of orthopedic physicians specializing in advanced minimally invasive techniques, state-of-the-art surgeries, joint replacement and rehabilitation for mainstream orthopedic conditions. Dr. Paley alone has performed over 20,000 successful surgeries in over 90 countries all over the world.
CHALLENGE
While the Paley Institute is widely considered the leader in limb deformity correction and lengthening, prior to Ryan William's Advertising Agency becoming its agency of record, the practice was not known for other orthopedic specialties. In fact, a patient looking for joint replacement or care for a complex break may actually have shied away from the Paley Institute, thinking a name as high-brow as Paley wouldn’t possibly want to take on a “simple” joint replacement surgery or broken bone.
SOLUTION
Ryan William's Advertising Agency began its work with Paley by developing a new name, new logo, new tagline and new brand messaging. Once a sterile medical facility, the Paley Institute was transformed with bold new signage throughout the entryways and hallways. In the rehabilitation area, Ryan William's Advertising Agency installed magnetic walls with dozens of magnetized items that children in rehab could stick on the wall as they practiced their mobility down the hallways. A patient wall showcased photographs of patients throughout the world and plain ceiling tiles were replaced with drawings from Paley’s youngest patients, making for a more colorful and friendly atmosphere during recovery.
Ryan William's Advertising Agency then extended the new brand and messaging with a multi-media outdoor advertising camping, print advertising, radio advertising, and digital marketing focused on introducing the doctors and the concept of “Paley Care.” Ryan William's Advertising Agency also designed a new website for the Paley Institute and currently is launching an interactive display for the practice allowing visitors to find patients throughout the world and read about their stories.
RESULTS
While Paley Orthopedic & Spine Institute continues to be the pioneer of the most advanced orthopedic care in the world, the practice has now expanded to provide that same level of advanced care in the Florida market. Paley now has six surgeons on staff with orthopedic specialties ranging from spinal surgery and joint replacement to foot and ankle care. In addition, Paley has expanded its Rehabilitation Department to accept outside referrals as well as Paley patients. Paley also has further planned expansion in the coming year.
BACKGROUND
What started as a small 50-bed facility founded by the Franciscan Sisters of Allegany, has grown into a dynamic institution serving South Florida residents and visitors. Tenet Healthcare’s St. Mary’s Medical Center is known for its innovation and award-winning programs, as well as a legacy of excellence that began more than seventy-five years ago. The hospital is the designated Level I Trauma Center for North Palm Beach County, has the largest Level III NICU in Palm Beach County and operates the largest dedicated Children’s Hospital in the county, Palm Beach Children’s Hospital.
CHALLENGE
Tenet and St. Mary’s Medical Center were facing public relations challenges due to some high-profile issues. While the way in which they were portrayed by the media and the subsequent scrutiny the award-winning landmark facility endured is debatable, its need for fresh branding was not. Their new CEO reached out to RWA to help.
SOLUTION
We first polled an array of area decision-makers and conducted surveys of South Florida medical care consumers of all ages. We then compiled a competitive analysis to determine a new brand strategy that would better resonate with the community the hospitals serve. Instead of solely leveraging the hospital’s many awards, extensive list of services and rich history—i.e. what every other hospital in the country extolls—we went deeper to determine the “why” behind the decision to visit one hospital over another. The “why” was the emotional connection healthcare consumers wanted from their hospital of choice. We summed up this “why” in a campaign that focused on the hospitals’ passion and created the following “under the umbrella” messaging: St. Mary’s Medical Center. We Heal for You. Palm Beach Children’s Hospital. We Heal for Them.
With the taglines and brand promise established, we first launched the new initiative to the people who were our brand ambassadors: the hospitals’ physicians, staff and employees. RWA planned and executed a launch event, inviting Tenet management and everyone at the hospitals to a luncheon, promising only something new without revealing what that was. The hospitals were abuzz for the week leading up to the launch event; everyone was excited to find out what this event was about. The morning of the lunch, employees found a trail of question marks on the hallways leading up to the cafeteria. Balloons with question marks peppered the hospital and brown paper with question marks covered areas of the walls.
RWA created a video of the new campaign, scripted what the CEO would say and coordinated all the decor for the cafeteria including cupcakes with question marks. Hospital administrators wore pink and blue shirts with the imprints covered by big stickers. When the campaign was introduced, everyone removed the stickers to reveal “We heal” messaging and throughout the hospital new signage was uncovered. “We heal” t-shirts and car magnets were distributed and everyone headed to the parking lot to proudly put their magnets on their cars.
RWA then spread the messaging to the public through a multi-media campaign launch. Using digital, outdoor, print, radio and television messaging, St. Mary’s Medical Center and Palm Beach Children’s Hospital spoke to healthcare consumers about the passion they have for the care they provide. We also launched community events to take the new brand into the market as well as bring community groups on-site to the two hospitals.
RESULTS
RWA’s rebranding efforts engaged and rallied hospital administration and staff and made believers out of them, along with the medical community, constituents and external audiences. We were successful in changing the mindset the area’s healthcare consumers had about the hospitals to a more positive perception of a dedicated, caring, community focused healthcare provider.
BACKGROUND
What started as a small 50-bed facility founded by the Franciscan Sisters of Allegany, has grown into a dynamic institution serving South Florida residents and visitors. Tenet Healthcare’s St. Mary’s Medical Center is known for its innovation and award-winning programs, as well as a legacy of excellence that began more than seventy-five years ago. The hospital is the designated Level I Trauma Center for North Palm Beach County, has the largest Level III NICU in Palm Beach County and operates the largest dedicated Children’s Hospital in the county, Palm Beach Children’s Hospital.
CHALLENGE
Tenet and St. Mary’s Medical Center were facing public relations challenges due to some high-profile issues. While the way in which they were portrayed by the media and the subsequent scrutiny the award-winning landmark facility endured is debatable, its need for fresh branding was not. Their new CEO reached out to RWA to help.
SOLUTION
We first polled an array of area decision-makers and conducted surveys of South Florida medical care consumers of all ages. We then compiled a competitive analysis to determine a new brand strategy that would better resonate with the community the hospitals serve. Instead of solely leveraging the hospital’s many awards, extensive list of services and rich history—i.e. what every other hospital in the country extolls—we went deeper to determine the “why” behind the decision to visit one hospital over another. The “why” was the emotional connection healthcare consumers wanted from their hospital of choice. We summed up this “why” in a campaign that focused on the hospitals’ passion and created the following “under the umbrella” messaging: St. Mary’s Medical Center. We Heal for You. Palm Beach Children’s Hospital. We Heal for Them.
With the taglines and brand promise established, we first launched the new initiative to the people who were our brand ambassadors: the hospitals’ physicians, staff and employees. RWA planned and executed a launch event, inviting Tenet management and everyone at the hospitals to a luncheon, promising only something new without revealing what that was. The hospitals were abuzz for the week leading up to the launch event; everyone was excited to find out what this event was about. The morning of the lunch, employees found a trail of question marks on the hallways leading up to the cafeteria. Balloons with question marks peppered the hospital and brown paper with question marks covered areas of the walls.
RWA created a video of the new campaign, scripted what the CEO would say and coordinated all the decor for the cafeteria including cupcakes with question marks. Hospital administrators wore pink and blue shirts with the imprints covered by big stickers. When the campaign was introduced, everyone removed the stickers to reveal “We heal” messaging and throughout the hospital new signage was uncovered. “We heal” t-shirts and car magnets were distributed and everyone headed to the parking lot to proudly put their magnets on their cars.
RWA then spread the messaging to the public through a multi-media campaign launch. Using digital, outdoor, print, radio and television messaging, St. Mary’s Medical Center and Palm Beach Children’s Hospital spoke to healthcare consumers about the passion they have for the care they provide. We also launched community events to take the new brand into the market as well as bring community groups on-site to the two hospitals.
RESULTS
RWA’s rebranding efforts engaged and rallied hospital administration and staff and made believers out of them, along with the medical community, constituents and external audiences. We were successful in changing the mindset the area’s healthcare consumers had about the hospitals to a more positive perception of a dedicated, caring, community focused healthcare provider.
BACKGROUND
South Florida Radiation Oncology, a group of specialists on the fast track with nine locations throughout South Florida when they approached RWA, employs an array of advanced technologies in the treatment of cancers in virtually every part of the body. The group's approach of providing compassionate holistic care integrated with its emerging radiation therapies provides an alternative form of treatment to traditional chemotherapies. resulting in far less fatigue. SFRO patients frequently report returning to normal activities in as little as one day following treatments.
CHALLENGE
Cancer treatments using advanced radiation-related therapies are highly effective, continue to improve and expand to all parts of the body, and can be far less fatiguing than other traditional treatments. However, chemotherapy has been the accepted go-to treatment of many forms of cancer for decades, with some patients and physicians alike unaware of the efficacy, success rates and other benefits of SFRO's specialized alternatives. In its quest to expand, SFRO needed to educate those seeking cancer treatment that there are effective, more comfortable alternatives to chemotherapy.
SOLUTION
RWA determined that SFRO first needed to explain to consumers—i.e. potential patients with a cancer diagnosis who were still weighing treatment options—that their form of cancer, no matter the type or location, was treatable, even if other prior treatments had been unsuccessful. Then, once the hook was established with a particular type of cancer-sufferer, supporting information was provided about SFRO's sophisticated radiation-related technologies that could allow them to get back to their normal activities quickly following individual treatments. Messaging also included SFRO's unique holistic approach that considered the concerns of immediate family, work and leisure concerns, diet, emotional counseling and support, and more—all under one roof, with no running to multiple appointments and specialists. The primary campaign consisted of large-format display advertising run regularly in publications targeted to existing practice locations and those slated to open. A wide range of publications were selected, from the Palm Beach Post and Sun Sentinel newspapers to key local magazines and periodicals
RESULTS
Today, South Florida Radiation Oncology is 21st Century Oncology, and has expanded from 9 locations in Palm Beach County and the Treasure Coast to 296 nationwide.
BACKGROUND
South Florida Radiation Oncology, a group of specialists on the fast track with nine locations throughout South Florida when they approached RWA, employs an array of advanced technologies in the treatment of cancers in virtually every part of the body. The group's approach of providing compassionate holistic care integrated with its emerging radiation therapies provides an alternative form of treatment to traditional chemotherapies. resulting in far less fatigue. SFRO patients frequently report returning to normal activities in as little as one day following treatments.
CHALLENGE
Cancer treatments using advanced radiation-related therapies are highly effective, continue to improve and expand to all parts of the body, and can be far less fatiguing than other traditional treatments. However, chemotherapy has been the accepted go-to treatment of many forms of cancer for decades, with some patients and physicians alike unaware of the efficacy, success rates and other benefits of SFRO's specialized alternatives. In its quest to expand, SFRO needed to educate those seeking cancer treatment that there are effective, more comfortable alternatives to chemotherapy.
SOLUTION
RWA determined that SFRO first needed to explain to consumers—i.e. potential patients with a cancer diagnosis who were still weighing treatment options—that their form of cancer, no matter the type or location, was treatable, even if other prior treatments had been unsuccessful. Then, once the hook was established with a particular type of cancer-sufferer, supporting information was provided about SFRO's sophisticated radiation-related technologies that could allow them to get back to their normal activities quickly following individual treatments. Messaging also included SFRO's unique holistic approach that considered the concerns of immediate family, work and leisure concerns, diet, emotional counseling and support, and more—all under one roof, with no running to multiple appointments and specialists. The primary campaign consisted of large-format display advertising run regularly in publications targeted to existing practice locations and those slated to open. A wide range of publications were selected, from the Palm Beach Post and Sun Sentinel newspapers to key local magazines and periodicals
RESULTS
Today, South Florida Radiation Oncology is 21st Century Oncology, and has expanded from 9 locations in Palm Beach County and the Treasure Coast to 296 nationwide.
BACKGROUND
The principals of Heartland Infusion Pharmacy, a chain of IV therapy centers with locations throughout northeastern Tennessee, set out to expand their services to the Sunshine State under a fresh new name and brand. Outpatient IV infusion therapy for both chronic conditions and wellness has grown exponentially over the last several years, with current figures indicating more than 800 outpatient infusion companies in existence throughout the United states. Outpatient and home infusion generates $19 billion per year and serves more than 3.2 million patients annually, according to the National Home Infusion Foundation.
The rapid increase in centers is driven by a number of factors including: rising cost of in-hospital infusion care, the rise in chronic conditions especially in our aging population, changes in healthcare laws conducive to the growth of the industry and the addition of countless new complicated intravenous medications. Encore Infusion launched its first center in Naples, Florida, in 2022, with locations slated to open in 2023 in Weston, Palm Beach Gardens and Doral, and more to follow shortly thereafter.
CHALLENGE
Infusion therapy is a crowded market, with more than 3,600 individual IV centers throughout the U.S. and Puerto Rico, according to the National Infusion Center Association, including hospital-based, office-based, pharmacy-located and standalone ambulatory centers. So while the industry is lucrative, standing out from the crowd is critical.
Part of the challenge was to direct attention to Encore's chronic illness side of the business. The company's unique selling points to this market include 1) seamlessly working with patient and referring physician to develop an effective and convenient treatment plan. Too often, competing IV infusion centers leave it up to the patient to coordinate with their referring physician and provider. 2) Encore also spearheads administrative matters with the patient's health insurance provider to address coverage and reimbursement. 3) Encore spends a great deal of effort and expense to furnish and equip its facilities and train its staff to provide treatment in the most relaxing, convenient and stress free environment possible without compromising hospital-level hygiene and safety standards.
In addition to serving patients with chronic illnesses, Encore also provides infusion therapy for a wide variety of general wellness enhancements, from weight management to brain boosting medications. A large sector of the population is unaware that there are many IV medications created to improve specific areas of wellness and that these medications can be obtained without physician referral or prescription. Educating this sector about these intravenously administered medications upon private request was an important, albeit secondary, challenge as well.
SOLUTION
Ryan William's Agency began developing the Encore brand first by creating the logo, a mascot hummingbird, and the story behind her. This mighty creature of the animal kingdom is responsible for feeding more than 8,000 flowering shrubs and plants throughout the western hemisphere nutrients critical for pollination and ongoing propagation.
We continued the brand development with messaging distributed through a new website, outdoor advertising and ancillary materials for both consumers and referring physicians. Using our preferred vendor status for Kaeser and Blair, the biggest promotional distributor in the U.S., we were able to develop patient comfort kits containing totes, blankets, eye masks and more to add value to the patient experience.
RWA also created an opening day event for the Naples location Grand Opening to raise awareness of the new business. Opening collateral materials included both patient-facing and physician-facing brochures used by Encore business developers to help solicit business from both consumers and referring physicians.
RWA's digital plan slated to begin later this year includes search engine marketing, targeted geo-fencing display campaigns, programmatic display, search retargeting and native. A locally targeted print media campaign is also in development and slated to launch this year.
The general Encore messaging conveys that hospital-level IV therapy care for more than 600 chronic conditions and wellness concerns can be had in a setting as professional, safe and hygienic as any top-tier medical facility, but in a much warmer, friendlier, more comfortable and convenient location. Encore Infusion Centers are staffed by infusion care specialists and administrative professionals and furnished with all the creature comforts of home and none of the cold, sterile feeling often experienced in a hospital setting.
RESULTS
Ryan William's Agency continues to create signage and ancillary materials for each new Encore Infusion location as they open, and we continue to develop the company's advertising strategy in a number of mediums. Stay tuned as the full scale Encore Infusion campaign is launched including publication display advertising, digital, outdoor, collateral materials and more.
BACKGROUND
The principals of Heartland Infusion Pharmacy, a chain of IV therapy centers with locations throughout northeastern Tennessee, set out to expand their services to the Sunshine State under a fresh new name and brand. Outpatient IV infusion therapy for both chronic conditions and wellness has grown exponentially over the last several years, with current figures indicating more than 800 outpatient infusion companies in existence throughout the United states. Outpatient and home infusion generates $19 billion per year and serves more than 3.2 million patients annually, according to the National Home Infusion Foundation.
The rapid increase in centers is driven by a number of factors including: rising cost of in-hospital infusion care, the rise in chronic conditions especially in our aging population, changes in healthcare laws conducive to the growth of the industry and the addition of countless new complicated intravenous medications. Encore Infusion launched its first center in Naples, Florida, in 2022, with locations slated to open in 2023 in Weston, Palm Beach Gardens and Doral, and more to follow shortly thereafter.
CHALLENGE
Infusion therapy is a crowded market, with more than 3,600 individual IV centers throughout the U.S. and Puerto Rico, according to the National Infusion Center Association, including hospital-based, office-based, pharmacy-located and standalone ambulatory centers. So while the industry is lucrative, standing out from the crowd is critical.
Part of the challenge was to direct attention to Encore's chronic illness side of the business. The company's unique selling points to this market include 1) seamlessly working with patient and referring physician to develop an effective and convenient treatment plan. Too often, competing IV infusion centers leave it up to the patient to coordinate with their referring physician and provider. 2) Encore also spearheads administrative matters with the patient's health insurance provider to address coverage and reimbursement. 3) Encore spends a great deal of effort and expense to furnish and equip its facilities and train its staff to provide treatment in the most relaxing, convenient and stress free environment possible without compromising hospital-level hygiene and safety standards.
In addition to serving patients with chronic illnesses, Encore also provides infusion therapy for a wide variety of general wellness enhancements, from weight management to brain boosting medications. A large sector of the population is unaware that there are many IV medications created to improve specific areas of wellness and that these medications can be obtained without physician referral or prescription. Educating this sector about these intravenously administered medications upon private request was an important, albeit secondary, challenge as well.
SOLUTION
Ryan William's Agency began developing the Encore brand first by creating the logo, a mascot hummingbird, and the story behind her. This mighty creature of the animal kingdom is responsible for feeding more than 8,000 flowering shrubs and plants throughout the western hemisphere nutrients critical for pollination and ongoing propagation.
We continued the brand development with messaging distributed through a new website, outdoor advertising and ancillary materials for both consumers and referring physicians. Using our preferred vendor status for Kaeser and Blair, the biggest promotional distributor in the U.S., we were able to develop patient comfort kits containing totes, blankets, eye masks and more to add value to the patient experience.
RWA also created an opening day event for the Naples location Grand Opening to raise awareness of the new business. Opening collateral materials included both patient-facing and physician-facing brochures used by Encore business developers to help solicit business from both consumers and referring physicians.
RWA's digital plan slated to begin later this year includes search engine marketing, targeted geo-fencing display campaigns, programmatic display, search retargeting and native. A locally targeted print media campaign is also in development and slated to launch this year.
The general Encore messaging conveys that hospital-level IV therapy care for more than 600 chronic conditions and wellness concerns can be had in a setting as professional, safe and hygienic as any top-tier medical facility, but in a much warmer, friendlier, more comfortable and convenient location. Encore Infusion Centers are staffed by infusion care specialists and administrative professionals and furnished with all the creature comforts of home and none of the cold, sterile feeling often experienced in a hospital setting.
RESULTS
Ryan William's Agency continues to create signage and ancillary materials for each new Encore Infusion location as they open, and we continue to develop the company's advertising strategy in a number of mediums. Stay tuned as the full scale Encore Infusion campaign is launched including publication display advertising, digital, outdoor, collateral materials and more.
BACKGROUND
South Florida Radiation Oncology, a group of specialists on the fast track with nine locations throughout South Florida when they approached RWA, employs an array of advanced technologies in the treatment of cancers in virtually every part of the body. The group's approach of providing compassionate holistic care integrated with its emerging radiation therapies provides an alternative form of treatment to traditional chemotherapies. resulting in far less fatigue. SFRO patients frequently report returning to normal activities in as little as one day following treatments.
CHALLENGE
Cancer treatments using advanced radiation-related therapies are highly effective, continue to improve and expand to all parts of the body, and can be far less fatiguing than other traditional treatments. However, chemotherapy has been the accepted go-to treatment of many forms of cancer for decades, with some patients and physicians alike unaware of the efficacy, success rates and other benefits of SFRO's specialized alternatives. In its quest to expand, SFRO needed to educate those seeking cancer treatment that there are effective, more comfortable alternatives to chemotherapy.
SOLUTION
RWA determined that SFRO first needed to explain to consumers—i.e. potential patients with a cancer diagnosis who were still weighing treatment options—that their form of cancer, no matter the type or location, was treatable, even if other prior treatments had been unsuccessful. Then, once the hook was established with a particular type of cancer-sufferer, supporting information was provided about SFRO's sophisticated radiation-related technologies that could allow them to get back to their normal activities quickly following individual treatments. Messaging also included SFRO's unique holistic approach that considered the concerns of immediate family, work and leisure concerns, diet, emotional counseling and support, and more—all under one roof, with no running to multiple appointments and specialists. The primary campaign consisted of large-format display advertising run regularly in publications targeted to existing practice locations and those slated to open. A wide range of publications were selected, from the Palm Beach Post and Sun Sentinel newspapers to key local magazines and periodicals
RESULTS
Today, South Florida Radiation Oncology is 21st Century Oncology, and has expanded from 9 locations in Palm Beach County and the Treasure Coast to 296 nationwide.