In a previous post, we shared examples of a branding campaign we launched for HCA Virginia, the first elements in a wide-reaching campaign aimed to align its high quality hospitals under one brand name.

We’re excited to share the next television commercials for the health system’s branding campaign. These spots continue the brand repositioning strategy while building awareness for HCA Virginia’s key service lines: cardiac, cancer, orthopedics and stroke care.

Based on 25 years’ of experience marketing healthcare brands, we recognize how effective service line marketing can enhance a system’s overall brand. In some cases, a high performing service line can become the hospital’s core brand – what the hospital is known for, in other words, and becomes a halo for the organization.

What service lines keep you up at night? How do you use service line marketing to reinforce your organization’s core brand? We’d love to hear from you.