Work

Grant Medical Center needed to overcome its inner city location, with all its accompanying, though not necessarily founded, fears. As a freestanding Level 1 Trauma center located in downtown Columbus, Ohio, Grant faced heavy competition and a misperception of delivering a not-quite positive patient experience.

Lorél recognized that the keys to success were twofold: make suburban dwellers question the adequacy of their local hospital care while leveraging Grant's Trauma designation, strong physician culture and nurturing atmosphere. We needed to make that consumer realize that when it comes to health issues, good just isn't good enough. The resulting direct-to-consumer print and broadcast campaign, "Not just good. We're Grant," built awareness of the positive Grant experience and generated a significant increase in recall, from 5% to 16% in just four months.