Building the largest private healthcare brand in Australia

‘Sue in Blue’

Picture a healthcare ad. Usually a picture of a nurse, doctor or allied health professional in blue. We aren’t quite sure why most healthcare ads have staff in their creative. We suspect people already know hospitals have health professionals. To achieve true leadership, Epworth needed to break away from reinforcing these category norms.

The patient experience is far more interesting. The benefits of innovation in human terms, more compelling. The following is a sample of our work for over a decade. It included cancer work, heart health, imaging, health checks, endoscopy, Australia’s first maternity app, staff safety and more.

Medical Staff holding a new born baby - Epworth healthcare brand transformation
01.
How it started

Hospitals are emotional places. Life starts and ends. There’s trauma, there’s joy, there’s struggle. We couldn’t understand why creative for hospitals was so dull given the array of human emotions and how amazing the people are who work there.

Campaign image - Xray of a cheetah running - Extremely Fast Medical Imaging - Epworth healthcare brand transformation
Campaign ad - Xray of a cheetah running - Extremely Fast Medical Imaging
Campaign ad - Xray of an AFL player running - Extremely Fast Medical Imaging
Campaign ad - Xray of two hands forming a love heart - Never forget there's a person behind the scan
Campaign ad - Mobile phone with the text 'Epworth Medical Imaging is a premium imaging service' - Extremely Fast Medical Imaging
Campaign ad - Xray of a sliced brain - Epworth Medical Imaging
Campaign ad - Xray of a beating heart - Epworth Medical Imaging
02.
How it's going

Epworth is now synonymous with the elite provision of healthcare in Victoria. Over our tenure of 11 years, Epworth has grown from 3 hospitals to 12 hospitals with plans to build more. At the end of our term, Epworth was the market leader in Victoria commanding over 28% of all healthcare. Building the largest private healthcare brand in Australia: Epworth.

Still from video Campaign ad - Talking Safety Syndromes with Colin
Still from video Campaign ad: SLAGIATT - Seemed like a good idea at the time
Still from video Campaign ad: ADILTS - Always Done it like this Syndrome
Still from video Campaign ad: HISS - Head in sand Syndrome
Campaign material displayed on mobile phone
Campaign collateral: Epworth Staff badge
Campaign Poster
Campaign ad: poster
Campaign ad: poster
Campaign ad: poster
Campaign ad: poster
Epwroth Maternity 'How to videos' - 7.3 Million Youtube views - qualitified midwives teach baby basics for new parents