Hill Physicians Medical Group competes in a market dominated by the large providers. They needed a position that would give them a believable advantage against the monoliths.
183 Strategic Solution:
Hill’s low profile and small budget required a simple impactful idea to resonate and break through the clutter. So 183 used Hill’s relatively small size as an advantage. Unlike other large healthcare providers, Hill doctors don’t treat people as a number, they know and are concerned about their patients. A TV and outdoor campaign emphasized each patient as an individual needing the personal care that Hill could provide.