As the second hospital built in Tennessee in 1911, Johnson City Medical Center is dedicated to helping patients attain their highest level of health possible. The hospital is a Level 1 Trauma Center and serves as a comprehensive, acute-care teaching hospital affiliated with East Tennessee State University serving a 29-county region with one million people. With its experienced and dedicated medical team, Johnson City Medical Center is committed to serving the people in Northeast Tennessee and Southwest Virginia.
Johnson City Medical Center’s leadership had big goals, which included expanding the community’s recognition of the hospital’s services, showcasing the medical talent of their staff, and increasing brand awareness in their community. It was a superheroic endeavor to educate one million people. The challenge was willingly accepted to help the stakeholders reach their goals.
An idea born from Johnson City Medical Center’s leadership goals, the “Not all superheroes wear capes” campaign was developed around each healthcare provider’s “superpower” as it related to their healthcare specialty. The campaign consisted of display ads, digital billboards and social media ads showcasing the talent of each healthcare provider. Multiple photo shoots took place to capture visuals to support the headlines and copy for each provider. The campaign was a huge success and was the hospital’s most visited web page.
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