San Francisco General Hospital Branding

Zuckerberg San Francisco General Hospital and Trauma Center – A “new” brand

An amazing story, San Francisco’s General Hospital has been integral to the health of San Francisco for more than 150 years but had never deliberately branded itself.

We were hired to discover the unique truths, of which there were many, to position the hospital so they could get the credit they deserved. From those truths, we created a new logo to complement their new name that acknowledges the generous contribution of Dr. Priscilla Chan and Mark Zuckerberg.

Then an outreach campaign brought a breadth of meaning to the new tagline–Care. Work was produced in English, Spanish, and Cantonese.

Awareness levels were reached that were on par with competitors with 10x larger media budgets.

“BrowneMusser was faced with an extraordinary challenge: in mere months, re-position a 150-year old civic institution – San Francisco General Hospital – and integrate legacy, improve public perception, and deliver messaging that unifies city leadership, hospital staff, and patients around a new identity. BrowneMusser delivered. Their deft, thorough, and insightful discovery led to a profound identity shift in San Francisco for its public hospital.”

Matthew Schaffer
Vice President, Marketing
San Francisco General Hospital Foundation

Broadcast

We launched the brand with an anthemic TV commercial that connects the history of the hospital to the San Francisco community of the present day.

Outreach Campaign

We showed the real faces of the medical staff, providers, and patients to help reinforce the extraordinary care that is available at ZSFG and show the breadth of care provided.

A new website

We created a new patient-centered website in five languages. Through research with hospital leadership, the San Francisco Department of Public Health, and patients, the new site is a better reflection of the needs of patients and visitors.

On-going communication of services

To many, the main perception or experience of Zuckerberg San Francisco General is only as a trauma center.

There is so much more to ZSFG than just world-class emergency care. We were tasked with capturing some of the amazing stories of the patients who have benefited from the extended services and specialty care available.

Zuckerberg San Francisco General Hospital and Trauma Center – A “new” brand

An amazing story, San Francisco’s General Hospital has been integral to the health of San Francisco for more than 150 years but had never deliberately branded itself.

Awareness levels were reached that were on par with competitors with 10x larger media budgets.

Broadcast

We launched the brand with an anthemic TV commercial that connects the history of the hospital to the San Francisco community of the present day.

Outreach Campaign

We showed the real faces of the medical staff, providers, and patients to help reinforce the extraordinary care that is available at ZSFG and show the breadth of care provided.

A new website

We created a new patient-centered website in five languages. Through research with hospital leadership, the San Francisco Department of Public Health, and patients, the new site is a better reflection of the needs of patients and visitors.

On-going communication of services

To many, the main perception or experience of Zuckerberg San Francisco General is only as a trauma center.

There is so much more to ZSFG than just world-class emergency care. We were tasked with capturing some of the amazing stories of the patients who have benefited from the extended services and specialty care available.

One of those stories is of Joseph, but it goes well beyond his initial emergency visit to a long tale of recovery and inspiration.

Teresita is another story that helps to illustrate that the hospital is more than just about emergencies.

In addition to video, posters, and brochures, we added a new section to the hospital’s website.

Let’s connect

We’d love to talk with you about creating solutions for any (or all) of your communication challenges—from traditional to digital, from strategy to media buying.

Zuckerberg San Francisco General Hospital and Trauma Center – A “new” brand

An amazing story, San Francisco’s General Hospital has been integral to the health of San Francisco for more than 150 years but had never deliberately branded itself.

Awareness levels were reached that were on par with competitors with 10x larger media budgets.

Broadcast

We launched the brand with an anthemic TV commercial that connects the history of the hospital to the San Francisco community of the present day.

Outreach Campaign

We showed the real faces of the medical staff, providers, and patients to help reinforce the extraordinary care that is available at ZSFG and show the breadth of care provided.

A new website

We created a new patient-centered website in five languages. Through research with hospital leadership, the San Francisco Department of Public Health, and patients, the new site is a better reflection of the needs of patients and visitors.

On-going communication of services

To many, the main perception or experience of Zuckerberg San Francisco General is only as a trauma center.

There is so much more to ZSFG than just world-class emergency care. We were tasked with capturing some of the amazing stories of the patients who have benefited from the extended services and specialty care available.

One of those stories is of Joseph, but it goes well beyond his initial emergency visit to a long tale of recovery and inspiration.

Teresita is another story that helps to illustrate that the hospital is more than just about emergencies.

In addition to video, posters, and brochures, we added a new section to the hospital’s website.

Alameda County Health

Let’s connect

We’d love to talk with you about creating solutions for any (or all) of your communication challenges—from traditional to digital, from strategy to media buying.