Sutter Health's Pioneering Brand Campaign

Most healthcare advertising campaigns simply remind you of what you already know: you get sick, the company/product helps make you better.

Now, Sutter Health is launching its first-ever brand campaign to answer the "why" behind healthcare and why they do what they do.

Developed with agency Arnold Worldwide, “Pioneers” includes TV, radio, and out-of-home running in the Bay Area and Sacramento markets, with the TV running until the beginning of April. Digital will run on the Sutter Health Twitter, Facebook, Instagram and YouTube pages.

The 60-second "Custodians" anthem spot tracks a newborn’s journey from the hospital to home, highlighting different scenes from across the region. The voiceover points out that classrooms of children are born every day in Northern California – the cradle of ideas, of innovation – that is changing the very world around us. And Sutter Health promises to provide the very best care for their newest neighbors and the people they become.



Additional :30 and :15 films will launch throughout 2017 to further reinforce Northern California as the birthplace of pioneers. “Things” tells the story of a spaghetti-covered toddler named Gus. Gus doesn’t know that he has a “thing” (an illness) that could change his world. But because Sutter Health doctors do know what that “thing” is, they can help him get rid of it. So one day, Gus can grow up to invent a “thing” (a highly complicated-looking piece of electronics) that will change the world.

New leadership sparked the decision to debut Sutter Health's first branding campaign. In August 2015, Arra Yerganian joined as its first chief marketing and branding officer with a mission to create a brand campaign that sets Sutter Health apart; that treats patients as people first, and connects with them on an intellectual and emotional level.

"A pioneering spirit is at the heart of our brand, and we want everything that we do or say — both internally to our employees, doctors and volunteers as well as externally to our 3 million patients and their families — to embody this spirit," says Mac Tillman, VP brand marketing, Sutter Health. We set out to tell the story of Sutter Health’s tireless commitment to our community, inspire our amazing team, and reinforce our noble mission."

One of the leading non-for-profit health systems for more than 100 years, Sutter Health features 53,000 employees, 10,000 doctors, and 5,000 volunteers.


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