Exceeding Expectations by 400% - Reimagining Henry Ford Health

We all remember our first client. I worked with Henry Ford Health System for 14 years. Every service line. Every community hospital and medical center. Interacted with countless doctors and patients.

All the while, I had the pleasure of conceptualizing and developing their brand experience and countless ad campaigns which included: brand strategy, retail environments, way-finding, websites, interface development, online video content, collateral, promotional materials, sales tools, TV and radio spots, outdoor, direct mail, print, social media assets and display, product innovations and more.

While I could talk forever about my days serving Henry Ford, here are my three biggest memories and results:

I won my fourth Emmy for a commercial I wrote in 2012 that told the story of a patient overcoming cancer
For robotic assisted surgery, I helped promote Henry Ford as the pioneer in this field for which they saw a 238% increase in online consults, a 693% increase in direct traffic to their web page, and an increase of 437% more surgeries per year at their urology center
Nationally recognized for changing the landscape of a hospital experience, our successful launch of Henry Ford West Bloomfield Hospital’s new design and retailscape exceeded patient volume projections by 400%. My agency and I had the privilege of helping to create the brand experience and tell the world its story as we marketed the hospital of the future. Within two weeks of opening, the hospital was at maximum capacity. Crain’s Detroit Business Magazine declared Henry Ford had “shifted the competitive health care landscape.”

Samples below showcase the results listed above.

This commercial for Henry Ford Hospital tells the story of cancer in reverse and netted me my fourth Emmy.

This print ad was part of a campaign that highlighted the hospital’s expertise in robotic surgery.

This commercial highlights how one man travelled all the way from Antarctica to get help for prostate cancer.

This print ad placed in the New York Times highlighted how one man travelled all the way from Antarctica to receive robotic prostatectomy. — This print ad placed in the ***New York Times*** highlighted how one man travelled all the way from Antarctica to receive robotic prostatectomy.

Below are assets from the rebrand of Henry Ford West Bloomfield Hospital

This video highlights the various marketing materials I helped create for the rebrand.