Dominican Hospital, Santa Cruz, California<

Reconnecting to a Community

The beachside community of Santa Cruz, California, is diverse and home to Dominican Hospital/CHW. Quietly, the hospital had gathered a host of talented physicians, implemented a comprehensive quality program and developed a range of service far broader than most similar-sized hospitals.

The branding and service marketing program had quality at the core wrapped in an appreciation for the unique aspects of Santa Cruz. Nine, 15-second TV spots and three newspaper ads delivered the messages in the first year.  The second year of the campaign evolved the "Health Care You Can Count On" positioning with three more commercials.