The Human Spirit remains undefeated
How do you move the likelihood to recommend a cardiac service into a double-digit increase?
BPD combined clinical expertise with deeply human storytelling, the campaign strengthened preference for the cardiac service line while reinforcing what makes AdventHealth different.
THE IMPACT
21%
Increase in unaided ad recall
13%
Increase in system preference
26 Pt
Increase in likelihood to recommend
THE CHALLENGE
Making heart care more human.
For more than a century, AdventHealth has pioneered a whole-person approach to care. But as healthcare brands increasingly adopted language around wellness and wholeness, the category became crowded with similar claims.
AdventHealth needed to strengthen what made its approach to care distinctive while creating a stronger connection between its Human Spirit brand platform and its cardiac service line.
The challenge was to differentiate cardiac care in a competitive market while remaining consistent with a broader system-wide brand strategy.
OUR APPROACH
Turn the brand belief into a service line strategy.
Rather than creating a standalone service line campaign, BPD helped AdventHealth extend its Human Spirit platform into cardiac care, creating a more connected brand experience while strengthening the relevance of the service line across diverse markets.
Build from a distinct brand truth.
AdventHealth’s Human Spirit platform was rooted in a simple belief: Everyone deserves to feel whole. Rather than creating a separate cardiac campaign, BPD extended that belief into heart care, creating a stronger connection between the service line and the broader brand.
Balance expertise with empathy.
The creative showcased the full spectrum of cardiac care, from advanced diagnostics and surgical expertise to rehabilitation and recovery. By pairing clinical credibility with deeply human moments, the campaign demonstrated that AdventHealth cared for both the heart and the person at its center.
Create consistency across markets.
The campaign was designed to work across diverse markets while maintaining a consistent brand experience. This allowed AdventHealth to strengthen awareness, preference and trust while reinforcing the connection between its cardiac service line and its whole-person approach to care.
