Despite the fact that is is an international name in medicine, the Cleveland Clinic struggled with brand recognition and brand equity for more than a decade in South Florida. Not only were most of the area’s residents from the northeast or other countries, but the market was also saturated with hospitals. Knight Marketing set out to develop a campaign to educate the South Florida market about the Cleveland Clinic brand – its legacy, its unique model of medicine and its track record of outstanding care and results.
We established an awareness baseline through research, then launched the “We Are” campaign, a multi-channel campaign that communicated the qualities that make Cleveland Clinic different from other healthcare providers. Approximately 18 months later, follow-up research revealed a four-point improvement (out of a possible 10) in awareness and high rankings for quality physicians and hospital care.