When you’re ranked the second-best hospital in a two-hospital market, you’re also ranked last. Which is why Providence Medford Medical Center asked DVA to identify key differentiators, determine where and how to capture market share from the competition, and to develop a campaign to confront the issue head on. Through our research we learned Providence had three things the competition didn’t: people, robots, and an emphasis on wellness. The people were genuine and caring, and helped humanize the hospital. The robots were precise and flawless, and performed procedures that were minimally invasive and unique to the market. Wellness initiatives reminded and rewarded people for making healthy choices often in unexpected places. And together, the three cohesive initiatives combined to reverse Providence’s decline in market share and reputation in the southern Oregon market.