Seattle-based Virginia Mason is one of the top hospital systems in the U.S. It was the first organization to implement the Toyota Production System (lean manufacturing) in healthcare, transforming the patient experience. While this made Virginia Mason internationally renowned in the industry, its hometown residents didn’t always understand how better processes drove better care.
Virginia Mason hired Milkshake Media to rebrand its organization and improve its storytelling. Milkshake contracted Plume to develop a messaging platform, which we then turned into a fold-out wallet card to introduce the new brand and messaging to Virginia Mason’s 6,000 employees.
To emphasize Virginia Mason’s superior listening skills, Milkshake developed a #VirginiaListens campaign and engaged Plume to write all copy. I interviewed patients and doctors, and used their stories as fodder for a micro-site, print ads, ferry ads, banner ads and social media posts.