Lehigh Valley Health Network (LVHN) needed to create an innovative model for its physician and nursing teams. The Lehigh Valley Heart Institute and Lehigh Valley Cancer Institute encapsulate a commitment to high-caliber, up-to-the-minute research and nationally ranked medicine. We positioned the Institutes with the tagline “Amazing. Everyday.” to reflect care that changes lives. We made the strategic recommendation to let patients tell their stories in their own way about how their lives were saved. The trick was minimizing the clinical jargon and maximizing emotion without going overboard. The resulting campaign generated awareness for the Heart and Cancer Institutes as places that are saving more lives with leading-edge care.
Lehigh Valley Health Network