Making the Everyday Feel Every Day Again

  • Visits to the online experience
  • Lift in quarter-to-quarter awareness
  • Lift in awareness of hospitals being acquired
With a prestigious history and a downtown Chicago location, Northwestern Medicine was seen as a leading academic medical center with a focus on only the most serious healthcare needs. However, as the result of a merger with a group of suburban hospitals, a healthcare system was created, as was the need to appeal to everyday people and their day-to-day health.

The Idea

When our health threatens our day-to-day, we’d do almost anything to get back to it. For Northwestern Medicine, this was the true benefit of its breakthroughs — helping people get back to their lives. Creating a hero line, Impact Everyday, gave us the flexibility to communicate within the four walls of the hospital as well as to consumers. But it was more than a tagline: it was the foundation for a movement. We created a fully integrated creative campaign, from TV and radio, to social media and a content hub that continued patient stories where other media left off. And by using the hashtag #ImpactEveryDay we encouraged people to share their own experiences.

How it Worked

Awareness, understanding and engagement with the Northwestern Medicine brand increased. Staff understood that what they were doing made a small but enduring mark on people’s lives. And patients understood that even though Northwestern Medicine was pushing the boundaries of what was possible, it was being done to humbly serve people and get them back to their everyday lives.