Founded in 1896, Sparrow Health System is Mid-Michigan’s premier healthcare organization, composed by a network of community hospitals that cover all phases of medical care for people of all ages from across the region, from emergency services to major surgery to long-term recovery.
Exponential growth mandated a new story
The hospital – which almost every family in the area had visited at some point – expanded by leaps and bounds, opening satellite facilities in neighboring communities, adding FastCare and Urgent Care clinics, erecting a state-of-the-art cancer center, partnering with the renowned Mayo Clinic, and investing in game-changing technology.
Reposition from a destination to a continuum
Sparrow was no longer just a hospital that treated the sick and injured. It had become a continuum of care available to every Mid-Michigan resident, now and for the entirety of their lives. We decided to evolve the brand’s essence to reflect the promise of a comprehensive health system without deviating from its legacy of a neighbor who cares.
Set the stage for the next 125 years
With our help, Sparrow’s brand evolved to keep pace with its business evolution. We developed consistency and continuity in marketing communications across an ever-expanding spectrum of services, and we helped catapult Sparrow toward substantial growth and a more profound resonance within the region.
The hospital had grown into a robust network of health services, but what did that actually mean for the region?
People were becoming cynical about healthcare in America, concerned it had become beholden to insurance companies, incentivized to treat illnesses rather than help people live healthier lives.
This was the cultural insight we tapped into.
To successfully rebrand a hospital everybody in the region had interacted with at some point in their lives, we distilled Sparrow’s everlasting mission into a promise for the future.
The outcome was more than a tagline. It became a call-to-action.
Launched through an integrated campaign, this six-word summation of Sparrow’s essence enticed the community to reconsider Sparrow as a vested partner throughout life’s journey.
“The campaign serves to define Sparrow and our role across this region, reflecting the fundamental human needs that Sparrow caregivers have dedicated their lives to providing.”
- Joe Ruth, EVP and COO – Sparrow Health System
Over the years, we have launched dozens of campaigns for Sparrow and its service lines. Here are a few of our favorites:
We helped launch the new state-of-the-art Herman-Herbert Cancer Center.
We empowered seniors to take control of their health through Sparrow Advantage.
We guided the community to determine whether they needed FastCare or Urgent Care service.
And each year we inform all stakeholders of Sparrow’s performance and strategic objectives.
We also produce an episodic series – Sparrow News – which provides Sparrow a podium to share its thoughts about key topics pertaining to the health system and the region.
Maximize Marketing Content ROI
If your marketing content is not driving at least 500% Return on Investment, we should talk.
Please fill out the form below for a free audit of your brand’s content. We will comb through your website and social channels and provide you with 5 recommended changes you can make NOW to STOP wasting money on content people don’t love and START tapping into culture.
Recent Case Studies
Among the top brands in the automotive industry, Porsche is nenowned for manufacturing the world’s most elite high-performance sports cars, SUVs and sedans.
At the core of our Porsche Panamera launch campaign was a commitment to presenting this new vehicle as something truly unique, but only within the context of a brand firmly rooted in automotive excellence. We built the campaign based on a simple promise
As a twenty-billion-dollar company, Auto-Owners Insurance markets its property, casualty and life products in 26 states exclusively through a network of independent agents.
We stripped the brand of any traditional “insurance speak” and instead built all messaging and storytelling from the perspective of friends and neighbors and confidants who genuinely care, because in truth, that was and is the core value proposition of Auto-Owners Insurance.
Deriving inspiration from adjacent luxury brands that had connected with consumers by embracing authenticity and storytelling, we helped EFFEN refocus its efforts and reimagine its marketing, first and foremost by aligning itself with passions and people that would resonate with the target audience. Individuality, self-expression, experimentation and design culture were at the core of the new EFFEN, and this became apparent in all marketing and advertising.