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Samaritan Health

Building trust. Bettering a community.

For generations, Samaritan Health—the leading healthcare services provider in Northern New York—has offered its patients a full spectrum of inpatient and outpatient healthcare services, ranging from primary and emergency care to highly specialized medical and surgical services.

When Samaritan approached The Martin Group, their objective was to reshape their brand, repositioning it in the market as a community asset and leader dedicated to providing patients the best possible care.

From their overall brand to their individual service lines, Samaritan lacked a strong, singular voice. Negative rumors about the hospital only magnified this problem, causing many patients to choose Syracuse for their care instead.

Samaritan tasked The Martin Group with developing a series of campaigns that would both shift perceptions and demonstrate the incredible services they offer. Our work focused first on Samaritan’s overall brand, then expanded to include the opening of their new cancer center, their 2017 and 2018 annual reports, physician announcements, a recruitment campaign for certified nursing assistants,  and service line campaigns highlighting their rehabilitation, surgical, and and women’s care offerings.

Leveraging insights gained from qualitative and quantitative research, our team was able to elevate awareness of the Samaritan Medical Center brand, their contributions to the community, their massive investments in state-of-the-art technology, and their over 45 different medical specialties.

By connecting with patients both emotionally and rationally, our campaigns far exceeded our client’s objectives. More importantly, they gave Samaritan its voice—a voice that clearly separates it from regional competitors, that explains healthcare in a clear and understandable way, and that patients now trust for the care they need and the compassion they want. With our help, Samaritan started a conversation with their community. One that will only get deeper and more fulfilling with future campaigns.