VCU Medical Center isn't the only healthcare option for residents of Richmond, Virginia – but for many, it is their closest and best one. Our challenge was to reinforce VCU Medical Center's status as a world-class healthcare facility with this target and move it to the front of their consideration set.

There's no better way to show true excellence than real-life success stories – in essence, letting the exceptional professionals of VCU Medical Center "sell themselves" with real examples of how they are making powerful differences every day.

Results? A significant increase in awareness among key influencers.