Providence Medical Group

Telling the Story Heart to Heart

Providence Medical Group patients knew firsthand that the clinics were different. Physician skill and expertise, but most important, the compassion and kindness shown to each individual, set them apart. The group’s theme line proclaimed, It’s not just health care, it’s how we care.

Yet the existing creative didn’t effectively carry the story to prospective patients.


  • Analyzed physician interviews and patient surveys
  • Validated a new creative approach with physician leaders
  • Created and produced a multichannel advertising campaign—How We Care
  • Worked with Providence Medical Group to establish meaningful campaign metrics


  • Higher-than-expected increase in appointments line required staffing up
  • Website visits that surpassed those of any previous month