Role
Creative AOR

Assignment
2019 Campaign

Channel
TV, Digital Creative and Social

Services
Strategy
Creative Concept
Creative Production

THE CHALLENGE

As the largest not-for-profit healthcare provider in Houston, TX, Memorial Hermann has been providing Houstonians with high-quality, innovative care for over a hundred years. But facing an increasingly crowded and ubiquitous healthcare market, they tasked Rokkan with developing a campaign to rebrand the hospital system in a way that sets them apart from their competitors, resonates with existing and new audiences alike, and reinvigorates their employees.

THE SOLUTION

Historically, Memorial Hermann has rooted their story in their expertise, highlighting their mission to advance health through employing the most cutting edge technologies and innovative treatments. But when it comes to delivering high-quality care, expertise is only half of the Memorial Hermann story. The other half is their commitment to matching that expertise with humanity. And that’s the story that needed to be told.

Our “Advancing health. Personalizing care.” campaign evolved Memorial Hermann’s message to encompass not only its spirit of innovation, but its inspired mission to treat each and every person who walks through their doors as an individual, and with an endlessly human touch.

We launched with a rousing anthem illustrating how Memorial Hermann is reimagining the standard for individualized care for all with a bold, powerful claim: that it’s not enough to provide even the most groundbreaking treatments, if we’re not treating patients as people. This immediately set them apart from a sea of competitors focused chiefly on innovation and expertise.

With this new way forward as our north star, we followed with a suite of story-driven vignettes, showing how Memorial Hermann’s people-first approach is felt across all of their various service lines and specialties. And we’re continuing to carry this charge across a multitude of communications and media as we tell the next chapter in their brand story.