How Children’s Hospital Colorado Reaches New Audiences Beyond State Borders

Children’s Hospital Colorado has the kind of brand recognition most marketers would envy. Within Colorado, aided brand awareness stands at nearly 100 percent, and the health system holds more than 70 percent market share. Move beyond the state line, however, and the picture changes.

Nicole Hebert, brand and creative director, Children’s Hospital Colorado

Children’s Colorado is the only top 10 children’s hospital within a 1,000-mile radius. Yet research conducted as the organization prepared for a new brand campaign revealed that many parents in the seven neighboring Mountain West states had never heard of it. That finding gave the campaign a clear purpose: Build familiarity with the organization long before a family has reason to search for specialized pediatric care.

“Regional growth is our primary marketing objective,” explains Nicole Hebert, brand and creative director at Children’s Colorado. “We want to make sure families know that when a child needs highly specialized or complex care, there is a top 10, world-class pediatric hospital right in their own region.”

The resulting campaign, “Made for the Moments that Change Everything,” uses emotional storytelling and a predominantly digital media strategy to extend the brand across a sprawling regional market, positioning awareness as an important first step toward access.

Read the full article for important lessons on expanding your brand’s reach, aligning brand and digital around the patient journey, and creating a platform with staying power: Beyond Awareness: Extending the Brand for Growth

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