Sutter Health

barrettSF was tasked with a brand-building campaign for Sutter Health, one of Northern California’s largest healthcare networks.

Research showed us that at the end of the day, people don’t - and don’t want to - think about healthcare brands. They want to get care when they need it, like their doctor, and understand their bill. not too much to ask. But we noticed that competitors had gone all in on extremely lofty, aspirational messaging.

In a sea of fluff, Sutter had the opportunity to reach patients by being relevant. By showing all the real, tangible ways they impact and improve the lives of their patients.

So we set out to tell these real stories - the things Sutter Health does to help their patients every single day, whether it’s a 5-way transplant or holding an umbrella over a patient when it’s raining. It’s 1000 things, big and small.

This campaign began in 2018, and became even more relevant in March 2020 as Sutter worked tirelessly to fight COVID-19. It’s still going strong 5 years later, having resulted in an over-20% lift in favorability and consideration among their audience across Northern California.

Over the years, we became an integral part of the client’s team, providing inspiration, guidance, and expertise across many parts of the business, including broader business strategy efforts, communications planning, segmentation work, in-depth research efforts, special projects, events, and more. Through all these efforts, the hope is to one day share literally 1000 things that make Sutter, Sutter.

My role: Lead strategist for the entirety of my 3.5 years at barrettSF // Collaborated with senior clients on brand strategy, communications planning, segmentation work, focus groups, and more; developed the creative briefs that resulted in the work below, partnered with creative directors and media partners

Agency: barrettsf