How Stories of Human Kindness Help One Hospital Reinforce Its Brand

May 20, 2024

Capturing and sharing acts of compassion and personalized care help this community hospital stand out among some of the country’s best health systems.

// By Susan Dubuque //

Susan Dubuque, a strategist and writer specializing in health care and behavior change, was a cofounder and principal of Two Tango (formerly NDP Agency).The Greater Boston area is home to some of the nation’s most renowned academic medical centers, including Massachusetts General Hospital, Brigham and Women’s Hospital, and Boston Children’s Hospital. Yet just 17 miles down the road is South Shore Hospital, part of South Shore Health, which serves hundreds of thousands of people in the region.

Susan Griffin, director of public relations and communications, South Shore Health

Susan Griffin, director of public relations and communications, South Shore Health

The marketing and communications team has created a unique brand positioning to differentiate this community provider and align with its mission, vision, and values: Your Health, Our Passion, One Community.

“We are the largest independent health system in southeastern Massachusetts,” says Susan Griffin, director of public relations and communications at South Shore Health. “But we are also ‘neighbors caring for neighbors,’ offering a breadth of services and exceptional resources along with important clinical partnerships to improve the health and wellness of our community.”

One way the team brings South Shore Health’s brand to life is by mining for stories of acts of human kindness and then leveraging them into smart strategic communications efforts that touch the hearts of internal and external audiences.

As you read the rest of this article, be prepared to smile — and perhaps even cry — at these examples of genuine caring.

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