Building the Marketing and Brand from Zero.

"We need more patients. No one knows what we offer."

A Visual Language Rooted in Care, Not Sterility

CONCEPTING - ART DIRECTION - MARKETING STRATEGY

After decades of serving its rural community, Cook Hospital & Care Center struggled to attract patients: an outdated website, no email program, and some mismatched print materials.

To build the marketing function from scratch, a full rebrand was developed that spanned digital, print, and in-clinic environments — including a WordPress website rebuild, the hospital's first email marketing program, and a coordinated direct mail, social, and press strategy for various service lines.

The brand moved away from generic rural healthcare marketing into a polished, elevated identity that reflected the quality of care patients actually received — clean typography, refined color systems, and a consistent visual language carried from the mailbox to the website to the admission desk.

The visual language Cook Hospital had was virtually nonexistent — scattered fonts, inconsistent colors, and patient communications that looked more like office memos than materials from a healthcare facility. As the organization looked toward its future and the expectations of the communities it served, the palette and typography system were rebuilt from the ground up to bring in warmth, clarity, and a sense of calm professionalism that matched the quality of care inside the building.

With the creation of branded templates, the marketing function became a shared system rather than a single person's workload.

HEAD OF MARKETING & DESIGN: MARIA MYRE
COPYWRITER: MARIA MYRE
STAKEHOLDERS: EXECUTIVE TEAM, BOARD OF DIRECTORS, & DEPARTMENT MANAGERS

Service Line Success Success Story: Swing Bed Program

167%

Budgeted Capacity

6x

Referral Increase

100%

Referral Network Utilization

One of the challenges of healthcare marketing is the wide range of services, each intended for a different demographic. With the Swing Bed campaign, we created a series of touch points across direct mail, newspapers, social media, and newsletters to increase referrals by establishing trust and confidence in the program.

Strategic Impact.

Bridging an aging, rural demographic with life-saving services, Cook Hospital stands out as a high-impact facility that's determined to revitalize the rural healthcare scene.