Challenge
Wellmont Health System seeks to integrate an independent cardiovascular group into the health system while preserving the group’s strong reputation and expanding cardiovascular care into new locations in Abingdon and Marion. The challenge is to communicate this evolution not simply as an acquisition, but as a broader strengthening of cardiovascular care—one that combines trusted physician expertise, expanded access, and the institutional credibility of Wellmont’s established heart care network.
Strategy
The work uses two complementary videos to tell that story from both the physician and patient perspective. One centers on the lead physician’s voice, framing the acquisition as a way to build on his life’s work through greater scale, support, and system integration. The other highlights Wellmont’s Level 1 Heart Attack Network through the story of a patient who calls 911 during a heart attack and chooses Wellmont for care, reinforcing the organization’s existing expertise, responsiveness, and clinical infrastructure. Together, the pieces position cardiovascular care as both expanded and deeply credible.
Execution
Impact
Service-line marketing is strongest when it connects growth to patient value and trust. This campaign helps translate acquisition, expansion, and institutional capability into a clearer public benefit, showing how a health system can preserve community confidence while strengthening its reach and expertise.
Teaching Insight
Acquisition marketing, service-line marketing, physician storytelling, patient storytelling, reputation management