CASE STUDY

'Real-Life' Campaign Brands System As Top Regional Choice

The concept of using "real-life" patient stories in marketing campaigns may not be a novel approach in the healthcare industry but for the last two years the well-researched strategy is effectively branding Evanston Northwestern Healthcare (ENH).

In 1997 the provider, located in Chicago's affluent north suburbs, went from being a two-hospital organization to a regional healthcare system, comprising two hospitals, a medical group, home health and hospice services and a research institute.