The challenge.

Going in every direction but up

Flint, Michigan’s Hurley Medical Center faced a variety of small challenges and one big one: the 443-bed hospital treated more than 200,000 patients a year, but each of the hospital's 42 service lines and programs had their own logo, identity and process for creating marketing materials. And collectively, Hurley suffered from a decidedly negative public perception. Our challenge as their healthcare marketing agency was to create a new cohesive brand identity and reverse trends in patient volume.

The breakthrough.

Creating a new brand that supports vital partners

Through our Think-Plan-Act-Interact process, we assessed and rebuilt Hurley’s brand strategy, brand positioning and value proposition. We developed a unified brand and graphic identity and a comprehensive marketing communications platform.

We then executed marketing across all points of brand contact with a key focus on physician engagement. Physician referrals are the lifeblood of any hospital and Hurley needed a new approach. We created a digital community,, where physicians and consumers could interact.

We promoted the site through traditional media and SEO. Patients visited for the high-quality medical information. Each healthcare article ultimately directed patients to Hurley-affiliated physicians.

The results.

Reaping the fruits of physician and community engagement

The rebranding and focus on physician engagement created a wave of interconnected benefits. The online community drove new business for Hurley-affiliated physicians and new referrals to Hurley Medical Center. Likewise, the new comprehensive, patient-centric brand voice improved patient loyalty and, in turn, patient referrals.

Hurley employees and physicians were reenergized and focused. The community began to change its perceptions of Hurley from a scary old safety net hospital to that of a more progressive modern-day facility centered around the strength of their committed physician base. And ultimately, physician referrals increased, helping change the prognosis of Hurley for the long term.