Agency of the Year: Wellness from a new perspective
Nemours Children’s Health in Jacksonville, Florida, was seeking a novel approach to pediatric services. Through a rebrand and five-year strategic plan, the health system—which has more than 70 primary, urgent and specialty care practices in Delaware, Florida, New Jersey and Pennsylvania—aimed to reflect the role a child’s surroundings plays in their overall health.
“The new vision would focus on not just clinical care but also academics, population health, and health, value and equity, explaining that children’s health is impacted by so much more than just time in the doctor’s office, or unfortunately, in a hospital,” said Gina Altieri, executive vice president and enterprise chief communications officer at Nemours Children’s Health.
Nemours turned to TILT, a brand transformation firm, to oversee the rebrand. TILT, winner of the Agency of the Year Award in this year’s Healthcare Marketing Impact Awards, has offices in Birmingham, Michigan; Kolkata, India; and London.
Lawrence James, TILT’s CEO and managing partner, pointed to the long-term potential of the initiative, which included the new tagline “Well Beyond Medicine.”
“For any brand, Fortune 500 or health system, [rebranding is] a tough call because, one, it’s a lot of work, but two, it’s a big investment for the future,” he said. “That’s what I got excited about.”
In conjunction with TILT, Nemours in September 2021 launched a new campaign as part of the rebrand: “The Journey.”
“This campaign is beginning to tell the story about the journey that we are on, and it can’t be done with us alone. We have to do it with others,” Altieri said.
The campaign, which directed viewers, listeners and users to the Nemours website, sought to provide a snapshot of life from a child’s perspective, showcasing the need to be imaginative about keeping pediatric patients safe and healthy. It included a video element—which won a gold prize in the Marketing Impact Awards—and print ads, which won bronze. It also featured digital banners, streaming audio and paid social media.
TILT is continuing to work with the health system to grow its brand.
“Nemours Children’s has been building for a very long future, and this is how they are going to change children’s health for good,” James said.
Brenda Richardson is a freelance award-winning journalist whose work has appeared in Forbes, the Washington Post, Chicago Tribune and other media outlets.