When the Medical University of South Carolina began acquiring rural hospitals to improve healthcare statewide, they faced a critical challenge: the strong reputation they enjoyed in Charleston did not extend to the new areas they were serving. Despite MUSC’s operational improvements, many residents still held negative views of their local healthcare facilities. Without effectively communicating MUSC’s commitment to quality care and positive patient outcomes, the institution risked not only losing potential patients but also damaging its broader reputation across South Carolina.
Through an integrated campaign, our team executed a strategic approach to successfully introduce MUSC to new markets, improving brand awareness and reshaping public perception.
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