Not only was Southern Regional Medical Center, a 406-bed community hospital on the outskirts of Atlanta, battling well-respected competitors downtown and losing census to local competitors, research showed local healthcare consumers didn't even know some of the area's most innovative healthcare services were available at Southern Regional. To reclaim their market leader position, we created an integrated branding campaign to promote key service lines available only at Southern Regional: a nationally-accredited Chest Pain Center, life-saving angioplasty services, da Vinci® robotic surgery and other critical services.