The Regional Medical Center challenged us to change the way consumers see their hospital. Research revealed that while RMC features some of today's most advanced technology, hosts breakthrough medical procedures and is staffed by board certified physicians, many area families had no idea. They viewed it, and spoke of it, as being inferior to larger hospitals in Columbia and Charleston.

So, we developed a campaign to change the conversation. We used real stories told by actual patients. They told how their RMC experience exceeded expectations and changed the way they see the hospital. We believed that in being so transparent, we could make it easy for consumers to believe that they too may be impressed with the care they'd receive at RMC, if they'd simply give the hospital a chance.

The initial feedback from the community has been overwhelmingly positive. Consumers have in fact associated with the commercial stories. And they've admitted to thinking that there may be a lot better care at RMC than they ever previously considered.