When one of the nation’s top 100 hospitals needed to give its brand a shot in the arm, they turned to Dornenburg Group. It was clear to the management of Saint Francis that, in terms of Hartford hospitals, their institution was perceived as second place. To turn that perception around, we worked with a market research firm to learn what consumers actually felt about Saint Francis, and what they desired most in hospital services. Based on those findings, we developed a new branding promise, a new look for Saint Francis, and a full-blown identity campaign that included TV, radio, print, outdoor, and more. Two waves of follow-up research proved our efforts paid off for the hospital. Total unaided awareness of Saint Francis jumped 20 percent. Perception of Saint Francis as the best hospital in the area went up, while the competition’s dropped 9 percent. Total advertising recall increased 16 percent. All numbers which indicate a healthy difference in this major, not-for-profit institution’s image.