The healthcare industry has been in a state of unprecedented change. In the wake of the COVID-19 pandemic, consumers have become more invested in their wellness than ever before. Gone are the days of simply looking for a provider. Instead, consumers want a true healthcare partner who goes beyond treating illness and injury, and helps them create their healthiest, happiest lives.
In response to this emerging trend, Baptist Health looked to Stone Ward – a partner of nearly 30 years – to help evolve the brand’s messaging to showcase the health system’s dedication to supporting Arkansans through every phase of life.
The project began with in-depth research to identify key messaging points that would resonate with consumers. We found our audience was looking for a brand that focused on holistic healthcare, applied a personalized approach to wellness, and was culturally relevant and empathetic.
With strategy built around showcasing the brand’s holistic, patient-first philosophy, putting real patients at the forefront of the campaign was a natural choice. In sharing their stories, we celebrated their strength, resilience and wellness, all while focusing on the healthy, happy lives they enjoy thanks to the care they received at Baptist Health. Through these moving stories, we fostered a deeper emotional connection with our audience and positioned Baptist Health as a trusted partner during sickness, health and everything in between.
To further emphasize our core campaign message, we adopted a new tagline, “For You. For Life.” Carried over from the Baptist Health Women’s Campaign, “For You. For Life.” speaks to the compassionate care Arkansans can find for every phase of life, and Baptist Health’s commitment to connecting them with their healthiest selves – mind, body and soul.
