St. Mary’s Health System
TARGET AUDIENCE: The primary targets were physicians, patients and patients' families, with a secondary target of prospective patients and physicians.
THE MARKET: Eight out of nine patients go to the hospital recommended by their doctors. The remaining patient is the only one who chooses a hospital first. St. Mary's puts great effort into retaining the confidence and trust of physicians and patients, while also working to inform prospective patients and physicians of the services provided by the health system.
THE CLIENT: St. Mary's was founded 75 years ago by the Sisters Of Mercy. Today, St. Mary's comprises four hospitals and is one of four major health systems in the area.
COMPETITIVE LANDSCAPE: Knoxville is one of the most competitive healthcare markets in the U.S. St. Mary's considers primary competitors to be the University of Tennessee, the Covenant system, and the Baptist system.
THE CHALLENGE: St. Mary's library of collateral materials, including brochures covering cancer services, women's services, orthopedic services, cardiac services, and individual services, had no unity of look or tone, no brand identity. Because the brochures are the primary method of informing patients and the medical community of available services at St. Mary's, a consistent creative approach was urgently needed. Morris Creative Group designed and produced larger, more in-depth brochures covering the major service lines, as well as smaller tri-fold brochures covering individual service lines. The look was unified, with reader-friendly text and layout.
RESULTS: Brand identity was accomplished across the collateral line, united under one concept, so that brand equity will continue to build with ongoing use. St. Mary's has given the work positive reviews all around.
Morris created professional, classy publications that we've been proud to distribute throughout the community. The challenge was enormous, and they met it perfectly.
