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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 they approached The Martin Group, it was to help them 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, leading many patients to drive to Syracuse hospitals to receive medical treatment.

Samaritan tasked The Martin Group with developing a series of campaigns that would both shift perceptions and demonstrate the incredible services they offer. Our efforts focused on Samaritan’s overall brand, the opening of their new cancer center, their annual report, recruitment of Certified Nursing Assistants, announcements of new physicians, and their rehab and women’s care offerings.

Leveraging insights gained from qualitative and quantitative research, our team was able to elevate awareness of the SMC 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.