Changing Lives in Oklahoma | K2MD

Case Studies/Changing Lives in Oklahoma


In the ultra competitive Tulsa health care market, Hillcrest needed to “brand-out” from the competition. Hillcrest’s reputation was suffering from old perceptions and misperceptions and they were missing opportunities to share incredible outcomes that were literally changing the lives of their patients–from heartwarming stories in the NICU to stories of courage and inspiration by cancer survivors. Hillcrest had a lot to brag about and needed a platform from which to do it.

We created the opportunity to share incredible outcomes that were literally changing the lives of Hillcrest patients.


We took advantage of their many positives outcomes and created a campaign to share the ways that Hillcrest is changing the lives of individuals in the community. The “Changing Lives” campaign shared real-life stories of healing told by actual patients whose lives had been changed by the physicians and staff at Hillcrest. The campaign featured TV spots, web site videos, outdoor, print and radio. We also rolled out the campaign internally to feature staff members and providers who were committed to changing the lives of their patients and encourage others to do the same.


The response has been tremendous! Hillcrest’s reputation is steadily improving to match the incredible life changing outcomes delivered by their Centers of Excellence. In fact, preference for their heart center, Oklahoma Heart Institute, increased 5X! And, internally, staff commitment and motivation are on the rise.

Branding from the inside out is essential for a healthcare brand to succeed. Our process helps turn employees into evangelists for the brand.

First responders are an integral part of the ER portal for every hospital. We honored these local heros with their heroic images on posters in the ER space.