The Challenge:
How can we enhance the Proctor brand in terms of the differences that make it a better choice for comprehensive health care services?

The Solution:
By launching their new commitment to all private rooms and building a newspaper, television and outdoor advertising campaign around the theme “A Different Kind of Hospital, A Better Kind of Care.” This position strengthened the Proctor brand by focusing on the areas of excellence where Proctor provides unique services, or services where patient-centered care and special touches make a difference. Special emphasis was placed on what Proctor did “different” and “better” than the two larger hospitals in the city. Follow-up research indicated the campaign was successful in differentiating the hospital from its competitors.