Shifting perceptions from a hospital bed maker to a health tech innovator

Born as a hospital bed business more than 100 years ago, Hillrom has grown into a health tech innovator with a robust suite of solutions. The challenge? Customers still saw them as “just a bed” company. 

We served up a solution by blending old-fashioned strategy with modern creative to show how Hillrom’s products connect care across the hospital and beyond. 

80% of clinical errors are due to care team miscommunications 

More than ever, the healthcare industry suffers from staffing shortages and people and systems that don’t connect seamlessly. By framing our strategy and creative around these truths, we developed a messaging framework that advanced the brand to lead with the audience benefits versus product features.

Keep it real by making the brand more human

We brought the brand to life for B2B audiences through human-centered content that builds trust. Videos featured authentic and emotive storytelling that showed how Hillrom’s solutions work in synergy to transform care across the hospital and beyond.

Dial up the value to change how customers see the brand

We defined the bold value levers — resilient, intuitive and essential — that could be dialed up or down depending on the audience, product and asset. This culminated in a deep, digital campaign that helped hospital decision makers understand how they can deliver smarter care through Hillrom’s connected solutions.