Lenz, an integrated marketing company located in Decatur, GA, recently assisted DeKalb Medical in launching a re-branding effort that includes a new hospital name and logo. Lenz also worked with the hospital and another agency, Milwaukee-based BVK, to develop an advertising campaign centered around the tagline, “Pushing Beyond.” The campaign features print, TV, online, and radio ads, as well as billboards and bus wraps.
“‘Pushing Beyond’ is descriptive of a new attitude at DeKalb Medical that says we are dissatisfied with the status quo in healthcare. Our culture as an organization is to stretch further, address the broader issues patients and families with illness face, and to do whatever it takes to help. Sometimes we do the unconventional and sometimes that surprises people, but we embrace innovation and respect the passion our employees and physicians have for their work. Our patients feel it and it’s time to share this attitude with our community and those unfamiliar with us,” said DeKalb Medical president and CEO Eric Norwood.
With its newly improved and strengthened services, DeKalb Medical found a new name would help “reintroduce ourselves to our community and signal a new era,” Norwood said. By dropping “Center” from its former name, “DeKalb Medical Center,” the hospital hopes to more clearly communicate its three-campus system that includes DeKalb Medical at North Decatur, DeKalb Medical at Hillandale, and DeKalb Medical at Downtown Decatur.
Richard Lenz, president and CEO of Lenz, said he is “proud to support DeKalb Medical because they care about the health and overall well-being of the community.”
Cheryl Iverson, vice president of business development and marketing at DeKalb Medical, expressed gratitude for Lenz’s hard work. “We’ve been thrilled to find and work with Lenz, which is right here in our own community. Their approach to helping us launch the name, logo, and campaign actually personified the “pushing beyond” attitude we’re communicating. It’s been a great partnership.”
DeKalb Medical is a not-for-profit hospital system serving approximately 500,000 patients annually. A leader in progressive medical technology and compassionate care since 1961, the hospital system includes the 451-bed DeKalb Medical, the 76-bed DeKalb Medical at Downtown Decatur, and the 100-bed DeKalb Medical at Hillandale.