Hendricks Regional Health

Share of preference greater than share of market.

01 The mission

As the competitive landscape was intensifying, Hendricks stepped beyond mainstream messaging with a new endorser campaign, "This is Hendricks," positioning themselves as the community's indispensable health care partner.

02 The approach

Supported by beautifully executed creative, Longworth crafted a highly targeted omnichannel media campaign aimed at healthcare decision-makers, associates, and key stakeholders. Each with specific strategies and tactics, video, audio, display, print, and out of home media channels were artfully flighted and activated for optimal and sustained top-of-mind awareness.

03 The results

An independent market study confirmed that "This is Hendricks" hit the mark. Among other remarkable facts, it revealed that 77% of respondents believed Hendricks Regional Health met its vision to be indispensable to the community, a 9% increase from two years prior. Additionally, it brought to light that their share of preference is greater than their share of market and specifically, advertising awareness was cited as a strength.

"Longworth is centered around continued improvement, just like us. I love this about working with them. They don't just set a high bar, they keep pushing it forward. They put us first and make us feel we are their only client."

Carrie Meyer
Hendricks Regional Health