SGMC Brand Campaign
South Georgia Medical Center
To position the South Georgia Medical Center brand as a regional health system in its service areas.
South Georgia Medical Center needed a master brand strategy to promote its unification of recently purchased hospitals in surrounding communities and to better identify itself as a health system.
After conducting extensive internal and external research, we worked with Wax Communications to formulate the brand positioning, core messaging and brand architecture. A total name change was considered but ultimately the solution was to modify and update the current name and logo.
SGMC started with over 20 different logos of all shapes and colors with no connection to the main brand. A brand architecture was developed to help align all entities under one brand umbrella.
The brand strategy process also revealed a core brand promise of “Growing Healthy Together”. It’s a promise by SGMC to continue to grow as a health system and across service lines by investing in technology, physicians and people to provide the best care for patients.
SGMC embarked on a system-wise regional campaign: “Growing Healthy Together” to communicate its new brand positioning. The integrated marketing campaign was comprised of television, radio, print, social media, digital and outdoor, leveraging the strength of SGMC’s national and regional awards and commitment to patients and its community.
The campaign resulted in increased brand awareness of SGMC as a health system and noted increase in market share in its primary and secondary service areas.