Emotional Branding Campaign Reclaims Leadership Role in the Community

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Arnot Health premieres refreshing brand position and tag line

Arnot Health Print Ad

Arnot Health print ad

The tagline, 'It’s what we do' reminds us that this is the job we choose - to provide high quality care for our neighbors.

In the small, industrial towns and rural landscapes of Central New York, some might think the region’s best times are in the past. But for Arnot Health, a three-hospital health system that has served the community for over 115 years, there is a sense of pride and optimism for a bright future. A new branding campaign serves as a reminder for the community and a rallying cry for employees that the Arnot’s best days are ahead.

For years, Arnot Health’s marketing has stood in the shadows of a big, flashy health system based outside the market. Yet, despite the competition, Arnot Health has continued to care for neighbors and provide superior clinical care in their market. It was time to remind everyone of the system’s clinical superiority and its commitment to the region.

With the help of healthcare marketing agency Smith & Jones, Arnot Health is being repositioned as the clinical leader in their community, but in a humble, honest way. Arnot’s leadership wanted to reaffirm their strengths, yet in stark contrast to their competitors who elevate the stature of their doctors and other clinical staff above that of the patient. Instead, Arnot is leveling the playing field by celebrating all of the unsung local heroes that make the Twin Tiers community special: teachers, wait staff at local restaurants, workers in a local manufacturing business, firefighters, alongside the people who work at Arnot.

The tagline, “It’s what we do” reminds us that this is the job we choose - to provide high quality care for our neighbors.

The brand rollout includes a variety of TV spots (including Cardiac and Orthopedics service line versions), print, outdoor and digital executions.

About Arnot Health

Arnot Health is a regional integrated healthcare system consisting of three hospitals and a 250 member multi-specialty group practice serving an eight county region in the Southern Tier of New York and Northern Tier of Pennsylvania.

About Smith & Jones

Smith & Jones is the healthcare marketing agency that specializes in branding and targeted service line marketing for hospitals, health systems and other care providers.

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Katie Sorce
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