Headquartered in Baltimore, LifeBridge Health offers services across a continuum-of-care, including four hospitals, hundreds of doctors’ offices, urgent care centers, home health care and pharmacy services.
The company has spent $226,000 on advertising during the first six months of 2018, according to Kantar Media. The group's full 2017 ad budget was $582,000.
LifeBridge Health CMO Brian Deffaa said, “We have charted a new path at LifeBridge Health with a bold new vision. Now is the right time for us to put that vision into action and do something different in the health-care sector." He added the agency would create "a completely new and original approach to the way people think about their health care.”
The New York-based agency is now tasked with developing a modern brand strategy and rolling out marketing campaigns and content across all media platforms. There will be a new motto to replace "The Future of Health Care is Here," as well as messaging and advertising.
There is no word on the direction, though StrawberryFrog is well-known for Movement Marketing: combining brand purpose, activism and social advocacy with its brand messaging.
LifeBridge Health was already moving in that direction before the official AOR relationship. The company recently celebrated its 20th birthday by launching a unique community service initiative – the LifeBridge Health Clean & Green Team — in a partnership with Park Heights Renaissance to overhaul local neighborhoods.
"They are the disruptive brand in a most traditional category. Up to this point, it has been an unmovable category; but people these days are open to new loyalties and prefer challenger brands to the status quo," says Scott Goodson, CEO, StrawberryFrog.
He added the messaging will seek to change the way people think about hospitals and preeminent medical care in the U.S. "Our work too will be differentiated as we build this brand."