SSM Cardinal Glennon Children’s Medical Center

The Situation
In September 2007, SSM Cardinal Glennon Children’s Medical Center completed a $59 million hospital expansion, featuring a new state-of-the-art surgical suite and a new neonatal intensive care unit (NICU) with all private rooms. In addition, the hospital had extended its reach, providing care in 22 satellite locations throughout the region. Like its patients, Cardinal Glennon had grown! And it needed a campaign to spread the word among area moms and referring physicians.

The Objectives
• Generate awareness of Cardinal Glennon’s expanded facilities and services.

• Position the new facilities as the finest in the area and among the best in the nation.

• Continue to build on the equity of Cardinal Glennon’s brand, using the tagline “Our love for kids just keeps on growing.”

The Strategy
• Introduce Cardinal Glennon’s expanded services with messages and images that are both mom-friendly and memorable.

• Conduct focus groups with moms to determine how that messaging should look and sound.

• Use mass media vehicles to reach a broad audience with the expansion message.

• Announce the opening of the NICU and surgical suites via direct mail to referring physicians.

The Solution
SSM Cardinal Glennon Children’s Medical Center - Branding Campaign

TV
Radio
Print
Outdoor