Hurley Medical Center
Hurley is a premier independent hospital serving Flint, Michigan, and surrounding communities.
As a highly sophisticated medical center, Hurley is equipped with leading-edge technology and exceptional physicians. It also provides millions of dollars in uncompensated care to support underinsured patients. Our rebranding captured this unique combination of expertise and compassion.
BRAND STRATEGY
A pleasant surprise.
Several circumstances were making it difficult for Hurley to maintain financial stability, including the area’s declining local population, along with the hospital’s independence, limited funding sources, aging infrastructure, and safety-net mission to provide healthcare to patients regardless of ability to pay.
With Hurley’s new specialty provider areas showing high growth potential, it was possible to create a duality of purpose—maintaining the fundamental safety-net mission of a public hospital in a low-income area, but also serving patients in high-margin specialties who had the choice to go anywhere. Driving new patients to specialty care centers was an opportunity for new revenue streams.
Hurley’s depth and breadth of advanced medical technology and level of expertise was surprising to many. People had doubts that a public hospital could deliver a high quality of care. But Hurley’s mission is actually its strength. It is staffed with exceptional physicians and nurses who are committed to treat anyone who walks in the door with the same passion and expertise. That conviction was Hurley’s unique point of difference.
Services
Brand Strategy
Print ads
Outdoor
TV
Radio
Content Marketing
Digital Advertising
Tagline
Social Media
Collateral
Lamppost banners
"Why feature smiling patients and physicians in scrubs, just like every other hospital?"
BRAND POSITIONING
The best of both worlds.
We uncovered Hurley’s core essence. Hurley is an extraordinary combination of compassion and expertise. An independent public hospital devoted to serving the community, and a highly sophisticated medical center staffed and equipped to provide exceptional care.
Not being a part of a large corporate health system provides Hurley with many advantages. It helps them make faster decisions, attract top physicians, keep up with ever-changing medical advancements, and treat patients as individuals.
Every member of Hurley’s healthcare team possesses an invaluable combination of talent and compassion, dedicated to helping everyone who comes through the doors. It’s a special place filled with extraordinary people. In a sea of lookalike healthcare systems, Hurley is different, and truly qualified to help people get better. Only Hurley can provide a breath of fresh care.
BRAND ROLLOUT
A breath of fresh care.
Since Hurley is different, why feature smiling patients and physicians in scrubs, just like every other hospital? Hurley’s new rebranding now helps it stand out, allowing its personality to shine through simple headlines, despite its serious subject matter. The campaign utilizes a friendly bedside manner to spread the word about Hurley’s exceptional and compassionate care.
Happy and healthy.
The Hurley mission to deliver “A breath of fresh care” has been embraced by the community, as well as Hurley’s doctors, caregivers and staff. The new campaign unified Hurley, and all its specialty care centers, with a consistent visual system. Thanks to new billboards, TV spots, digital advertising, social media and print, the Hurley brand is no longer blending in, with the flexibility to thrive for years to come.
Ready to roll?
Got questions? Want to chat without a sales pitch? Complete this form or email Ernie Perich directly at periche@perich.com.