With competition growing, it was time to leverage one of the hospital’s special strengths – pediatrics.

Insight
The community already trusted the hospital’s care. We needed to link this to a depth of clinical expertise and a kid-friendly environment.

Approach
Happy young patients interacting with doctors who’ve never grown up. And tie it together with “You know us. We know kids.” Then introduce “Sunny,” a playful golden retriever, to build even more brand character and an emotional connection with parents and their kids.

Results
Launched in a fully integrated campaign, Shady Grove Adventist Hospital for Children is born. And instantly welcomed into the community.