Catholic Health
Catholic Health, a six-hospital system in Western New York, was widely known for compassionate patient care. However, they faced a unique challenge: how to promote two vastly different service lines—cardiac care and maternity services— with one cohesive campaign while highlighting their exceptional clinical outcomes. Catholic Health needed to establish itself as not just the most caring provider, but also as the most clinically advanced choice for Western New Yorkers.
The healthcare industry is saturated with providers relying on accreditations and awards to differentiate themselves, prompting patients to choose care based on marketing rather than outcomes. While Catholic Health had earned impressive accolades—including two U.S. News & World Report seals for heart attack care—and was the preferred choice for one of healthcare’s most discerning audiences (expectant mothers), they needed a message that would transcend clinical credentials to connect on a deeply human level. Their challenge was creating an undisputable claim that could be applied across all service lines while reinforcing their personal approach to care.
Our strategy centered on a fundamental insight: in healthcare, technical expertise without genuine compassion isn’t enough. Catholic Health had built a reputation for “always doing the right thing” when it came to patient care—a distinction that couldn’t be claimed through awards alone. We needed to articulate this commitment in a way that was both emotionally resonant and clinically credible. The answer lay in creating a claim so authentic to Catholic Health’s mission that no other provider could dispute it, simply because it represented what Catholic Health believed in their heart.
We crafted a multi-channel campaign built around two powerful declarations: “Nobody loves moms and babies more than we do” and “Nobody has more heart for Western New Yorkers than we do” — statements that are not only impossible to argue with, but which convey both clinical excellence and unmatched compassion. Rather than relying solely on video, we made the decision to feature still images of heart attack survivors and mothers with their newborns across broadcast television, out-of-home, social media, and digital display. This approach allowed audiences to fully connect with patients’ stories, outcomes, and lives, creating a campaign as inspiring as it was authentic.
By balancing traditional and digital channels to reach both expectant mothers and adults 45-65 across Western New York, the “Nobody but CH” campaign successfully increased overall brand awareness for both service lines while maintaining Catholic Health’s reputation as the region’s most compassionate healthcare provider. The campaign established Catholic Health as the choice for care that’s as clinically excellent as it is deeply humane—proving that sometimes, the most powerful marketing messages are the ones that come straight from the heart.
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.