Henry Ford Health “We Go For It” Campaign Brings Grit to Health Care
Henry Ford Health’s latest campaign “We Go For It” pairs the grit of Detroit Lions Head Coach Dan Campbell with the health care system’s relentless commitment to patient care.
// By Althea Fung //
In health care, brand awareness and affinity are essential for building patient trust and loyalty. With health care options rising, patients often gravitate toward providers with a strong, recognizable brand that aligns with their values and meets their needs — and an engaging story.
At Henry Ford Health, a health system headquartered in Detroit with 13 acute care hospitals, the marketing team wanted to launch a campaign to raise brand awareness and highlight a new $3 billion campus expansion project that would bring a new hospital facility and patient tower, physical rehabilitation institute, a medical research building, and residential and retail space to the region.
Tim Coughlin, vice president of Brand Engagement and Marketing at Henry Ford Health
“2023 was a big year for the city of Detroit and Henry Ford Health,” says Tim Coughlin, vice president of Brand Engagement and Marketing at Henry Ford Health. “We had just announced a historic redevelopment campaign that would redefine health care in Detroit and the region. At the same time, the Lions [football team] were uncharacteristically good.”
Coughlin isn’t exaggerating. The Detroit Lions won their last NFL championship in 1957. Since then, the team has won only one playoff game and holds the record for the longest postseason losing streak. But under the direction of Head Coach Dan Campbell, the team had its best season in decades.
In a bold move to celebrate Detroit’s resurgence and enhance brand awareness, Henry Ford Health launched the “We Go For It” campaign, featuring Coach Campbell. The campaign, which debuted during the 2024 NFL Draft, showcases Henry Ford Health employees in action, reflecting the health care system’s dedication to innovation and excellence.
Find out how Henry Ford Health leveraged an important sports partnership to showcase its own expanded services and the region’s renewed vitality.