Through bold branding and a strategic media approach, Studiothink set out to elevate Southwest General Health Center’s visibility and turn community trust into market presence.
Southwest is Northeast Ohio’s last independent community hospital. An employer of more than 2,500 individuals, the health center offers a complete range of healthcare services from emergency care to family medicine to behavioral health. It is also recognized as a National Cancer Institute Comprehensive Cancer Center, features a Level III trauma center, and operates the only Level II Neonatal and Maternity Care facility serving southwestern Cuyahoga and northern Medina counties. Southwest has a lot to be proud of.
In a region dominated by large health systems, how does a relatively small institution compete? By leaning into what makes it different: independence, community trust, and personalized care. The challenge? Making sure people knew it.
Southwest General came to Studiothink to sharpen its positioning and become the clear first choice for care in Cleveland’s Southwest suburbs. With several massive hospital systems in the same geographical region, Southwest General was looking for a differentiator that would help them stand out in a crowded market.
They needed a strategic partner to help define a message that resonated locally, elevating their visual presence while capturing the genuine pride that patients, doctors, and staff already felt for the organization.
Since several Studiothink team members grew up right down the street from Southwest General, we knew that feeling of local pride personally. For those of us who didn’t grow up close by, we quickly learned the same sentiment from firsthand interactions with patients and employees.
That insight became the heart of our strategy. We built a multimedia campaign around the theme “That’s My Hospital,” keeping the tone authentic and emotionally driven. Instead of using stock photos, we centered the work on real patients and providers, highlighting the personalized, community-focused care that defines Southwest General.
From there, we developed a cohesive brand system and a media strategy designed for long-term visibility across broadcast, digital, social, print, and out-of-home channels.
We completed a comprehensive baseline brand awareness survey to get a clear pulse on how the community and employees perceived Southwest General before the launch.
With those insights in hand, we rolled out the complete “That’s My Hospital” identity, from the logo and tagline to a full color palette and usage guidelines. This formed the foundation of a comprehensive, multi-channel media plan that ensured the message was seen and felt everywhere the community lived and worked.
Content & Creative Execution
Broadcast & Traditional Media
Digital Advertising & Service Line Campaigns
As the campaign evolved, we shifted from broad brand awareness to strategic service line promotion, ensuring Southwest General wasn’t just known, but chosen.
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