MAINEGENERAL HOSPITAL

A lot of hospitals. A lot of healthcare facilities. A lot of me-too advertising. And a competitive environment. Challenge? Differentiate and make MaineGeneral top of mind. Our SMART™ process gave us a great way to carve out a niche.

Using SMART, we uncovered a potent, ownable positioning for MaineGeneral. Area consumers would choose a hospital they see as theirs. So we’re branding MaineGeneral as the Kennebec Valley’s own — using images of places people see and drive by every day. Visuals that place MaineGeneral in the daily fabric of life, as part of the community.

That strategy is working, increasing market share for MaineGeneral. Smart.