A Name Without a Face: How We Rebranded a Hospital Without Clichéd Images

Many times in healthcare advertising, we see images of smiling people walking along the beach, dancing through fields of daisies or playing with grandchildren. It’s understandable that these images are used so often; after all, the end benefit of any healthcare product or service is that you get to experience life with health and happiness.

But we all know that the market has become saturated with the same imagery. Recently, HCB Health decided to find a way to show personal care — without showing the face of a person.

The image of two hands in the shape of a heart became an icon of the campaign.

California Pacific Medical Center in San Francisco asked HCB Health to create a new branding campaign to help them compete against aggressive academic hospitals, where several students may perform various parts of a procedure. CPMC, however, has renowned physicians who want to be hands-on with each patient. The Hands-on Healing theme line was born from this brand differentiation and sums up the brand’s promise in a warm and memorable phrase.

Because we didn’t want to show clichéd images of smiling happy faces, we decided to focus on the physicians’ hands. Not only does this reinforce the Hands-on Healing brand promise, it also conveys a sense of intimacy, warmth and caring.

First, we launched a teaser campaign to generate awareness and excitement. Billboards, buses and bus shelters were covered with an image of two hands forming the shape of a heart. In a simple and elegant manner, this iconic image represents the compassionate, hands-on care that each CPMC physician and staff member provides. Four weeks later, the Hands-on Healing theme line and logo were revealed to uncover the meaning behind the images.

Print ad for CPMC's Pediatric ER

The campaign also consists of a series of television commercials, print ads, digital and out-of-home advertising. With warm photography and headlines, we show how CPMC not only treats the physical symptoms, but also the emotional side of healing as well. Each piece communicates CPMC’s hands-on approach with warm, compassionate imagery and emotional copy.

So far, the campaign is a big hit in San Francisco and has drawn praise from patients, physicians and the general public.

Have you done a campaign recently that uses fresh imagery and avoids clichés? Tell us about it in the comments with links to your work. We love to see what our friends are up to.