A surgical hospital wanted to enhance its brand recognition and increase volume. Its market was competitive – two large hospital systems were well known in the region.


6 Columns worked with the surgical hospital’s leadership team to develop a strategic plan that focused on the organization’s strengths, differentiators, and most profitable service lines. This strategy became the basis for a new integrated branding and patient engagement program that included:

  • Website
  • TV Commercials
  • Physician and Patient Testimonial Videos
  • Social Media
  • Direct-to-Patient Communications
  • Media Outreach


  • Volume percentage increased by double digits.
  • Newly launched service line completed approximately 3,000 procedures the first year.
  • Public relations efforts resulted in 11 earned print media pieces.
  • Physician and patient videos and live interviews were featured on local news programs.
  • Direct-to-patient communications garnered a 32% average open rate (industry average is 25%).
  • TV commercial created in conjunction with a local production company won a National Telly Award.