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.
Strategic Focus
Broward Health’s strategy was grounded in internal and external research. “We knew the brand had to resonate from the inside out,” Smith notes. “It wasn’t just about a look — it was about aligning with who we are becoming.”
“Our Mission statement illustrates who we are as an organization and how we care for the needs of others,” she reflects. “Our Vision statement is a declaration of Broward Health’s long-term goals and aspirations, and Five Star Values provide a clear and concise framework for guiding our behavior, decision-making, and organizational culture.”
Mission
Exceptional CARE. Extraordinary COMPASSION. Everyday EXCELLENCE.
Vision
To be the CHAMPION for a healthier community.
Five Star Values
- ACCOUNTABLE to Self and Others.
- Acts With COMPASSION.
- ALLY to Colleagues.
- Always GROWING.
- ACTION Oriented.
“The sentiment, ‘We’re advancing because of you,’ became the touchpoint for every decision we made — our true north,” says Smith. “It has a double meaning. We are able to make great strides because of the capabilities of our staff and physicians, and everything we do is to benefit our patients and the community.”
Logo
A significant component of Broward Health’s rebrand is its refreshed logo.
The “Impact Star” is composed of five layered, individual stars that reflect our Five Star Values, explains Smith. “The colors are inspired by our South Florida lifestyle, emulating the blues of our ocean and sunny skies.”
Campaign Objectives
The brand campaign was designed to have an impact at all levels of the marketing funnel — building awareness, increasing brand preference, and generating conversions. Each execution amplifies Broward Health as:
- Growing/evolving, showcasing its adoption of cutting-edge technology and innovative medical practices.
- Compassionate, conveying patient stories, caregiver dedication, and community involvement.
- Comprehensive, demonstrating the health system’s wide range of services, collaborative approach, and expert medical teams, and highlighting Broward Health as a one-stop destination for a broad range of healthcare needs.
- Targeted, using high-impact tactics to ensure brand recognition and make a lasting impression.
Landing Page
The central hub of the campaign is a visually rich and user-friendly campaign landing page that invites visitors to engage with longer-format stories about the real patients, team members, and physicians featured in the advertising campaign.
The landing page provides links to the organization’s website, where visitors can learn more about Broward Health’s expanded capabilities, services, and locations, as well as explore both career and giving opportunities.
Internal Rollout
Lynn Dilworth, Director of Marketing, Broward Health
Before the first ad appeared in the media, the marketing team shared the new brand in-house with staff and physicians.
“We held events at all four hospitals and several ambulatory care sites,” says Lynn Dilworth, director of marketing at Broward Health. “Internal promotions included a scavenger hunt, photo opportunities with the new logo, storytelling highlighting team members who exemplify each of the five updated values, a countdown to launch day on social media, and experience rooms where staff could interact with the new brand.”
Shane Strum, president & CEO, invited Broward Health team members to visit the experience rooms for an immersive experience with the new brand, mission, vision, and values
Brand Messaging
With input from internal and external stakeholders, the marketing team arrived at a brand positioning that is expressed through the new tagline: Well into your future. “This promise means that Broward Health is here for you through every step of life’s journey, from birth to end-of-life care,” Smith says.
“Our brand messaging centers on authenticity — real people and real care,” she adds. “In an age where AI can make everything look slick but soulless, we chose to show exactly what it’s like to receive care and work at Broward Health.”
Media Mix
The integrated brand campaign, launched in January 2024, features a powerful blend of digital and traditional media. Every message reinforces Broward Health’s refreshed identity — forward-looking, authentic, and welcoming.
The campaign appears across a broad mix of channels:
- Television (broadcast, cable, OTT, CTV)
- Digital and programmatic video (Hulu, YouTube, HBO Max, Peacock)
- Paid social (TikTok, Facebook, Instagram)
- Out of home
- Radio
- Search and SEO strategies
Campaign Creative
Video
At the heart of the brand campaign is a series of videos showcasing how Broward Health leads the way to the next generation of health and introduces the tagline Well into Your Future. The video was produced in 60-, 30-, and 15-second versions for use across television and digital platforms.
Print ad copy introduces Broward Health’s new brand position and integrates messaging in service line promotions.
In addition to video, banner ads appear on various digital and social platforms.
Out-of-Home Advertising
Out-of-home messages appear on billboards, bus wraps, mall screens, and gas station video.
Measuring Outcomes
Broward Health’s brand campaign generated nearly 25 million impressions and more than 190,000 engagements. Beyond campaign metrics, Smith cites positive business outcomes: “We saw a five percent increase in patient encounters, driven primarily by new patients,” she says. “Our new brand also supports recruitment and retention. Approximately 1,000 new employees joined our team, and we onboarded 50 new physicians in 2023 and 30 more in 2024.”
Key Success Factor
Smith observes that one of the keys to Broward Health’s successful rebranding effort was the unwavering and unprecedented support from senior leadership.
“We know how fortunate we are to have a leadership team that not only embraces marketing communications but really gets it,” observes Smith. “Our CEO is a marketer at heart. He encourages us to go bigger, do more, and push boundaries. That support from executive leadership and the Board of Commissioners was critical to launching the brand the right way.”
Looking Ahead
The refreshed brand positions Broward Health not only as a historic institution but as a bold, modern health system that’s growing alongside its community. With a focus on real stories, real innovation, and real compassion, the “Well into your future” campaign signals that Broward Health is just getting started.
Credits
Health Care System | Broward Health
Agency | Merge
Susan Dubuque is a strategist and writer specializing in healthcare and behavior change. She serves on the editorial advisory board of Strategic Health Care Marketing and cochairs the 2025 eHealthcare Leadership Awards. Connect with her on LinkedIn.
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