Beacon Brand That’s Where We Shine Campaign

After acquiring the struggling Ascension Borgess hospitals, Indiana-based Beacon was expanding into southwest Michigan — a region where trust in healthcare systems had been steadily declining. Beacon couldn’t simply roll out its Indiana brand campaign; doing so risked feeling out of touch. To connect with the community, they needed to acknowledge past challenges, honor existing care teams, and show up not as a big health system, but as a brand that felt compassionate and community focused.

Contending with a short production timeline and acquisition uncertainty among team members and locals, our goal was to communicate Beacon’s promise of a brighter future in a way that felt authentic and community focused. We wanted to communicate that the system wasn’t there to replace the care that people had come to rely on, but to rebuild what’s possible — right alongside Beacon’s new community.

Our That’s Where We Shine campaign used powerful headlines that aligned the system’s intentions with our audiences’ healthcare hopes and desires. It allowed us to introduce the promise of better healthcare to a new market, backed by the system’s past success in providing positive healthcare experiences.

Leaning into the brand color palette and local imagery, the campaign also created a visual splash to stand out among competitors. Its multichannel rollout included outdoor billboards and farm signs, print and radio ads, paid social and digital display, as well as :15 and :30 video spots across YouTube, CTV and OTT platforms.

Balancing the existing brand equity with a local focus, the That’s Where We Shine campaign successfully introduced Beacon to its new communities. By remaining sensitive to the needs of the community, Beacon was able to build trust among teammates, patients and community members.

The campaign built word-of-mouth excitement for the system among locals, and outperformed standard engagement benchmarks, including:
- 65% video completion rate on YouTube (compared to 32% healthcare industry average)
- 4.75% click-through rate on Facebook and Instagram (compared to .83% healthcare industry average)
- 92% video completion rate on CTW (compared to 90% healthcare industry average)
- Nearly 8M impressions over a 4-month campaign