Looking to recruit physicians and attract new patients in an increasingly competitive healthcare space, Rhode Island hospital group Lifespan has rebranded to Brown University Health.   

The rebranding work was led by Providence-based ad agency Nail Communications.   

According to the agency the name change reflects a deeper alignment with Brown University and its highly regarded medical school. The pivot is designed to showcase a shared commitment to providing the highest quality care in the health system’s more than 1.5 million patient encounters each year.  

Nail created an ad campaign, called, “The Future Of Medicine,” promoting the rebranding that includes digital video, radio, outdoor and social media that will run throughout Southern New England.   

For the video portion of the campaign, the agency gathered dozens of Brown University Health doctors, nurses, and technicians for filming and photographing in a 50,000-square-foot black box studio lit by a programmable digital multiplex lighting system.   

“Healthcare advertising is depressingly homogenous,” said Alec Beckett, creative partner at Nail. “We wanted to find a visually distinctive way to represent their Ivy League caliber of care and the bold declaration that ‘The future of medicine is here.’”