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About the Client

Medical City Women’s Hospital Dallas is the only North Texas hospital with both a full-service children’s and adult hospital in the same location — with services from complex fetal surgery to the full complement of care for women at all stages of life, from gynecologic surgery and cancer care to high-risk pregnancies and Level IV NICU. As a part of Medical City Healthcare (an HCA Division), Medical City Dallas Women’s Hospital provides a team of highly trained professionals who are uniquely equipped to handle the distinct medical needs of women in all stages of life.


The Challenge

In an oversaturated and competitive market, the campaign had to differentiate Medical City Women’s services from nearby competitors.

On top of educating the market about the new women’s hospital, the campaign should position Medical City Women’s to become synonymous with exceptional women’s and pediatrics services.


Women need help, but don’t feel heard.

Breaking through with “THE way is YOUR way. You’re in charge.” The campaign leads out with a strategic expression of “Owning it.” The campaign embodies the feeling that women own their healthcare.

The Strategy

Develop a robust tradigital brand campaign covering the continuum of women’s services provided by Medical City Women’s Hospital.

With an already successful OB campaign in market, it was imperative to create the tree that the apple fell from. Working backwards we were able to ensure both campaigns were in sync and closely aligned with purpose, messaging and imagery.

The Results

The campaign demonstrates how Medical City Women’s Hospital allows the individual woman’s voice to be heard as well as bring forward women’s needs through quality of experience, different stages of life and specific situations.

Medical City Women’s Hospital and the It’s Mine campaign inspire women to own their life and health.

Since launching in late March, the Medical City women’s campaign was highlighted as a top performer across all of HCA, exceeding division averages on key metrics for all tactics.

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