Digital Showcase: Broward Health’s New Brand Campaign Looks Boldly to the Future
The Digital Showcase highlights award-winning work from all categories in the eHealthcare Leadership Awards.
This integrated campaign introduces a new era for Broward Health, celebrating growth, compassion, and innovation — delivered with authenticity.
The Challenge
Broward Health had much to be proud of as it marked its 85th anniversary in 2023 with a campaign that reflected a proud legacy of caring. But the health system recognized it was time to evolve.
Jennifer Smith, Vice President, Corporate Communications & Marketing, Broward Health
“Our brand hadn’t been touched in a decade,” says Jennifer Smith, vice president of corporate communications & marketing at Broward Health. “Meanwhile, new competitors were entering the market, and research showed that post-pandemic consumers were feeling disconnected from the business perspective of large healthcare systems. We needed to show them who we really are.”
The goal was to shift the brand narrative from one rooted in history to one focused on the future. This wasn’t just a marketing refresh. It was an organizational reset that encompassed everything from a new logo and brand positioning to revamped mission, vision, and values, all reflecting a cultural shift.
Continue reading the full article to discover how this award-winning integrated marketing campaign engaged both internal and external audiences and produced impressive results.
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