McLaren Health Care
THE CHALLENGE
McLaren Health Care is an ever-growing integrated health care network committed to providing quality patient care. With over 20 locations across Michigan, they struggled maintain brand consistency. That’s where we stepped in, by developing a new brand campaign, “Doing What’s Best” to showcase their unwavering commitment to excellence and compassion that McLaren delivers to every patient they treat.
THE BEFORE
THE AFTER
DOING WHAT’S BEST
Advertisers have used the word “best” so much it has lost its meaning. We changed that. At McLaren, “Doing What’s Best” is the backbone of their entire philosophy. It’s the inspiration for creating a culture that puts McLaren’s patients’ health above everything else.
BUILDING THE BRAND
During the photoshoot for the above brand spot we curated and retouched over 35 still images to be used across internal collateral and advertorial pieces.
ONLINE TOOLKIT
We created an online tool kit that supplied their in-house designers with the tools they needed to create their own marketing pieces in the new look and feel of this campaign. This online toolkit includes over 200 design templates, both print and digital, broadcast and social videos as well as brand assets such as logos, lockups, typography, and photography.
BRAND OLA
BRAND OOH
CAMPAIGN NEXT STEPS
After successfully launching “Doing What’s Best” we dove deeper into the brand the following year and produced 16 brand spots focusing on each of McLaren’s main four service lines: Orthopedics, Neurology, Cardiology, and Emergency. By taking a more personal approach we were able to showcase physician and patient stories.
SERVICE LINE OLA
THE RESULTS
Unifying McLaren as one brand and separating it from other hospital systems in the state.
Patient satisfaction surveys positioned McLaren as the primary health care choice.
Employee morale reached its highest level in over a decade.
Agency: DP+
Creative Director: Jimmy Kollin
Director of Design: Ania Czuprynski
Director of Content: Patrick Mack
Art Director: Erika Zajac
Senior Copywriter: Jim Petrosky