Olmsted Medical Center (OMC) is a healthcare organization serving patients in Rochester, MN and the surrounding communities in southeast Minnesota for more than 70 years. Messaging was intended to be thought-provoking, nontraditional and disruptive, while empowering our patients and the community to prioritize themselves in decision-making related to their healthcare.

While embracing the individuality of every patient, our communications were intended to give individuals permission to hit the pause button in their life and focus on their own health and care. Our message: “Out there in your daily life, we know how important it is to be focused on doing everything you can for the people you care about. But when you walk through the doors at Olmsted Medical Center, we need you to be all about you.”

Campaign materials are driving dialogue around the importance of prioritized healthcare decision-making in the communities served by OMC. Beyond driving patient visits, the campaign has led individuals inside and outside the organization to the realization that being selfish in this healthcare context is, ironically, one of the most generous things a person can do for the people who depend on them to be in their lives.