Division of Labor
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Case Study: El Camino Health Doubles Brand Awareness with Division of Labor
A Division of Labor Case Study
El Camino Health doubles brand awareness with Division of Labor
El Camino Health, a community-focused hospital network in Silicon Valley, faced the challenge of low brand awareness and an inability to stand out in a crowded healthcare market dominated by large competitors. With an awareness of only 3%, they needed to communicate their unique point of view that combines world-class medical care with respect and compassion. They partnered with the advertising agency Division of Labor to develop a distinctive brand campaign.
Division of Labor created the "Accept Nothing Less" campaign, a direct and confident creative platform that challenged patients to expect more from their healthcare. The solution was executed across an integrated media mix including TV, streaming, digital video, and radio. The campaign successfully more than doubled unaided brand awareness to 6% before it even finished running and significantly repositioned El Camino Health as a leader in quality care.
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