A hospital that lives up to its name

Brand purpose + positioning

Media planning, buying + reporting

Campaign planning + development

Brand strategy, research + insights

The Woman’s Hospital of Texas delivers more babies annually than any hospital in Texas. While well-earned, this sterling reputation in labor and delivery came at a cost, overshadowing the hospital’s myriad other specialties as well as its founding mission: to focus on care for all stages in a woman’s life.

In partnership with our client, Langrand embarked on a large-scale, research-backed body of work that prioritized each woman’s individual healthcare needs and experiences—and put The Woman’s Hospital of Texas in the mind of every woman first.

Who is she?

To better understand women’s healthcare perceptions and experiences, we conducted primary research—an intimate conversation with women about their healthcare journeys—that revealed persistent feelings of inequality, expectations and pressures they face. The brand strategy was born out of these invaluable findings to create a 360-degree campaign launched by asking the simple question: Who is she?

It’s not a trick question. She’s your mom, sister, neighbor, wife, coworker. She’s every woman, yet like no other woman at all. Whoever she is—whatever her health needs are—she’s one-of-a-kind, and The Woman’s Hospital of Texas is dedicated to treating her that way. By asking “Who is she?”, we created a campaign to help the hospital create loyalty by seeing women as they really are.

Susana McCollom

Ethnographer, Proprietary research partner

“Too many people feel comfortable speaking for women—and too often miss the point completely.”

Advice

Advice is everywhere for women, especially when it comes to her life and healthcare choices. But, too often, that advice feels more like judgment—to the point that their health needs are often minimized in ways that don’t reflect full scope of the care they want and need.

The Woman’s Hospital of Texas is here to listen to every woman and create a care plan that fits her wants and needs. To help that mission hit home, we crafted “Advice,” a campaign that gives voice to the so-called guidance women receive about how to live their lives—and kicks it to the curb.