How do you use marketing to raise awareness of one of the most prestigious hospital systems in the United States, among three very specific segments — Hispanic patients in the U.S., physicians in the U.S. and physicians in Latin American — and build trust/confidence in the Brand at the same time?

By showing — not just saying — that Northwestern respects and understands cultural differences that impact views on health care. Liquid Iron immediately identified the core differences and opportunities by conducting a deep and detailed national and local competitive/SWOT analysis — identifying the USPs and unique apertures for helping key distinct clinical programs achieve their goals against these hard-to-influence target segments. Then created highly-focused, positive and effective B2B and B2C in-language brand campaigns with relevant messaging and content.

The core communication: This is a healthcare system that welcomes, understands and cares.