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.
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.
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.
