Missouri Baptist Medical Center
Missouri Baptist had a health issue of its own: declining brand preference. Because the hospital had never built a true position in a highly-competitive market, better positioned brands were taking the lead. And yet, former patients ranked Missouri Baptist as one of the best for advanced medicine and quality of care. The hospital had a great story; more people simply needed to hear it. Cohesion began by positioning Missouri Baptist as a best-of-both-worlds hospital that is large enough to offer advanced medical care, yet small enough to do so in a less intimidating and more personal way than the academic mega-hospitals can. This ‘intersection’ of high tech and high touch happened to work nicely with the hospital’s main geographic attribute: It sits at the intersection of St. Louis County‘s two main highways. Our positioning work carried this thinking into a new identity.