VCU Medical Center is a world-class facility, yet some residents of Richmond still don't have it at the top of their list for treatment. To correct that, we wanted to raise awareness of VCU Medical Center, and let people know that something truly special was close by.
We started by asking a simple question: What do you need most from a hospital? You need hope, a second opinion if you need it, and sometimes even a medical breakthrough. And then you want to know how to get there. To that end, we designed green signs that appeared in every respect like actual highway signs, yet carried a powerful message about VCU Medical Center, plus the actual distance to the hospital.
Results? Perception of highest quality overall care increased by 12%. Perception of best overall hospital increased by 11%. And perception of intensive critical complex care increased by 13%.