The Power of We:
Introducing Intermountain Health
The question:
How do you build a new brand’s awareness and preference when it’s replacing two distinct legacy brands across multiple states?
The answer:
An integrated campaign based on the brand’s big idea, values, and voice.
“Health for you, with you” is the ‘big idea’ behind the new Intermountain Health brand. We wanted to treat that idea as a promise, showcasing that “health for you” is our bread-and-butter. It’s our decades—even centuries—of healthcare expertise. Even more, it’s how we deliver that care – with the consumer. The Power of We tells miniature stories that put partnership at the center of healthcare. Partnership between healthcare provider and patient. Partnership between patient and family. Partnership between you and Intermountain Health.
The videos:
Spots that tell visually compelling, emotionally touching stories of health for you, with you in 30 seconds.
Other media
The results:
Significant awareness increase in Intermountain Health’s newest markets
Aided Awareness: Colorado (%)
108% increase after first 9 months of campaign
Source: 2023 DISQO Campaign Brand Lift Study
(Consumers surveyed in Colorado, Nevada, and Utah)
Aided Awareness: Montana (%)
83.3% increase after first 9 months of campaign
Source: Quarterly Intermountain Health Brand Tracking Survey
Campaign brand lift high above industry average–across the marketing funnel
The awards
Silver ADDY Awards: State & Region
eHealthcare Leadership:
Best Integrated Marketing Campaigns: Gold