Brand Strategy - Atrium Health Live Fully

Based on data, we have the opportunity to capture consumers that choose the answer “no preference” to the following question: Ifyou or a household member were in need of this service, to which hospital/facility would you prefer to go? In an attempt to capture these consumers, we set out to figure out what consumers most want and need from their healthcare provider. We conducted a survey with3,000+ people and found that consumers are looking forthe following: Ally for health, simple experience, compassion, and clinical excellence. From there, we set out to showcase how Atrium Health meets those needs and wants through our brand pillars which are: Unrivaled Clinical Excellence, Your Closest Ally for Health, Simple & Easy and compassion. Our Live Fully campaign creates a positive perception and foundation of trust with consumers. This differentiates us from our competitors and drives preference.

This campaign represents the opportunity to build the Atrium Health brand while inspiring people to live a more meaningful, more positive, and more full life.

How can you live life to the fullest? By having the confidence to dive into any and every moment. And where does that confidence come from? It comes from knowing you’re fully cared for. And for millions of people, that comes from Atrium Health. Here, you get full care for a full life. Care that is seamlessly in step with you. Not just when you’re sick, but every day. Care that makes sure you’re not just feeling good…you’re feeling well. And care that meets you where you’re at in life…and right in this very moment.

The campaign is an integrated brand campaign that comprises of TV/OLV, print, OOH, streaming/radio and digital tactics. The Live Fully campaign features lifestyle imagery of people being able to enjoy their lives to their fullest ability.