What does accessibility look like for a top hospital network right in your backyard?

Penn Medicine is known for breakthrough clinical care, but fell flat with local patient preferences.

A united campaign voice delivered brand awareness and consideration actually worth knowing.

What's next for largest proton therapy center for cancer in the world?

With historic firsts like first hospital, first medical library, first surgical ampitheater and first obstetrics programs, it's not hard to see the value of a sterling brand reputation. But under such an expansive hospital system, Penn Medicine struggled with brand awareness at the local level. Their brand equity by proximity to the University of Pennsylvania was intimidating instead of welcoming.

By humanizing the brand, a relatable brand voice emerged as the advocate for patient-first care.

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