A division of Hospital Corporation of America, the newly-named HCA Virginia had minimal name awareness in the highly-competitive Washington, DC metro area. HCA Virginia appointed Rosenthal Partners to launch its brand to compete with well-known hospital corporations so it could promote existing facilities and develop zoning for future development. Created a “patient-centric, results first” positioning, which ran in trusted local mass-media vehicles to reinforce recognition, credibility, and local affinity. To reinforce the area commitment, it included a “hometown heroes” Washington Redskins sports sponsorship.

The target recognized the advertising as clever, creative, and entertaining, and awareness of the new HCA Virginia brand increased significantly across the region.