Challenge
The Main Line Health System and its acute care hospitals, Lankenau, Bryn Mawr, Paoli and
Riddle are the dominant brands in the western suburbs of Philadelphia. How could they
stand out from their competition and own a unique positioning?

Solution
Based on research that showed the power of physicians in the hospital selection process,
we developed an overarching concept: Main Line Health. Our doctors are the main difference.
The campaign has been extended to include doctors in virtually every service area, resulting in
well over 150 physician ads/profiles.

Results
Ongoing tracking studies have depicted the campaign as being effective in building awareness and
preference for Main Line Health doctors and hospitals. Physician appointments have also increased in numerous service lines.