Differentiation is the key to success in the highly competitive health care market. After numerous interviews and brainstorming sessions with a broad cross section of employees and managers at Memorial Hermann, their unique corporate culture topped the list of reasons high-achievers preferred this world-renowned healthcare system. The challenge: make this intangible concrete and compelling.

We did just that by using their nationally renowned “Partners in Caring”, a 12-year-old employee-driven initiative that formalizes a commitment to teamwork, communication and mutual respect as tangible proof. The ads in this branding campaign express, in highly human terms, the personal and professional satisfaction so common among Memorial Hermann employees, and so coveted by others.

Small wonder these ads were EMA winners and consistently rank among the highest in national nursing journals’ readership polls.