Changing public sentiment for the largest health system in the country

Beginning with the COVID-19 pandemic, HCA Healthcare sought to promote and protect its reputation from various challenges, both nationally and in its local brand markets. This wasn’t a brand awareness or patient acquisition effort, but rather an initiative to re-instill trust and pride within the communities HCA serves, including patients, community physicians, community leaders and influencers, and its own staff.

In pursuing this objective, HCA wanted to ensure an authentic approach—one that spoke from the heart and celebrated all these stakeholders and everything they gave during COVID-19. The resulting omnichannel campaign, “We Show Up,” shows how HCA is there for the patients they serve, the communities they serve and each other. Results from the first two years of the campaign include a 5% increase in trust measured year over year from 2021 to 2022 and a 12% increase in favorability year over year from 2021 to 2024.