Generate positive exposure for regional hospital system to introduce its new branding and updated “mission, vision & values,” as well as position the hospital as a centre of excellence and help attract top medical & professional talent.
The hospital was perceived as a local facility in California’s Central Valley – and not necessarily as a place for young, urban-minded professionals to join. The organization needed to promote cutting-edge facilities and programmes as well as the benefits of living in and serving a smaller community.
Hart Communications wrote a series of advertorials over the course of a year highlighting the CEO’s vision and plan for the hospital’s expansion and highlighting next-generation technologies, service models and health-and-wellness programmes.
Tulare was able to get its message out clearly to target audiences and roll out its branding in a deliberate, organized fashion, as well as repurpose the pieces as recruitment tools.