Providing world-class, personal care since 1921, New Milford Hospital is a member of the NewYork-Presbyterian Healthcare System that includes the medical schools at Columbia and Cornell Universities. It is a not-for-profit, full-service community hospital that provides acute care in a broad range of medical, surgical and diagnostic specialties to patients in western Connecticut and eastern New York State.

The Worx Group was named agency of record for New Milford Hospital in December 2008, after the Hospital completed an agency review process. In addition to creative responsibilities across all media – including print, out of home, advertising and direct marketing – we were tasked with developing the strategy from which all communications by the Hospital will be built from moving forward. A strategy that would help bring awareness to this great community hospital up against much bigger competitors in a highly-competitive space.

To craft a resolute position, we combined our own brand expertise, healthcare pedigree and competitive analysis with focus groups and open discussions between us and stakeholders at all touch points – internal marketers, staff, clinicians, current patients, community partners and prospectives. In addition, we carefully considered the influence of changes in service offerings, architecture and advancements on our strategy – items like the growing integration of the patient-centric Planetree philosophy into their culture and physical space.

The result of this process is a new positioning and creative platform that New Milford Hospital can "own." It references the high level of personalization at the Hospital, the vibrant artisan culture of the area and the unique topography of the area, in a flexible aesthetic system that can be scaled and varied without losing its identity or appeal.

The new positioning soft-launched in June 2009.