SWG Always Here Billboard

Overview

Southwest General Health Center is a century-old, community-based hospital serving Cleveland’s southwest suburbs. Known for deeply personal care, the hospital faced a new challenge: grow awareness and drive earlier patient engagement across two of its most critical service lines—Women’s Health and Behavioral Health.

TWIST was engaged to create a strategy and campaign platform that could break through the emotional and logistical barriers that often keep people from seeking care—especially in areas where silence and stigma prevail.

Goal

Increase appointment volume, treatment inquiries, and early disclosures—while modernizing the brand to position Southwest General as the familiar, trusted choice for patients.

SWG Postcard
SWG Bus Ad
SWG Posters

Solution

TWIST guided Southwest General through a full-scale brand and campaign engagement, beginning with persona development and qualitative research among patients and providers. The insights uncovered a central truth: many people delay care due to fear, shame, or uncertainty.

We used that truth to shape two emotionally intelligent campaigns that spanned paid media, social, landing pages, PR, and in-hospital environments:

  • Women’s Health + Maternity: “You’re Among Friends” was a brand-level reassurance platform that made early screenings and OB/GYN care feel approachable, familiar, and trusted.
  • Oakview Behavioral Health: “Reclaim You” directly named the pain—depression, anxiety, addiction—and showed that care is not just possible, it’s personal. Campaign messaging spoke to both those affected and the people closest to them.

Results

  • 20–30% increase in behavioral health inquiries within first 90 days
  • Tripled engagement on the maternity landing page
  • Significant increase in OB/GYN appointment requests in target zip codes
  • Improved brand sentiment among women (ages 25–55) and key family care decision-makers

Behavioral Health Campaign

During COVID-19, many Americans experienced behavioral health challenges—including addiction, depression, and anxiety—at levels higher than expected. TWIST partnered with Southwest General to create a campaign aimed at helping those in Northeast Ohio struggling with these often-invisible conditions.

The campaign also targeted key influencers—family, friends, and co-workers—who may recognize the signs but not know how to help. That’s where Oakview Behavioral Heath Center’s professionals come in, guiding individuals toward the right treatment.

SWG Oakview Stories
SWG Oakview Landing Page
SWG Oakview Digital Ads
“TWIST Creative has provided Southwest General with innovative approaches to marketing in order to increase customer use. They help us rise above the background advertising noise.”
Albert Matyas Vice President, Ambulatory Operations & Business Development at Southwest General
SWG Womens Print Ad

Maternity & Women’s Health Campaign

If early detection, treatment, and diagnosis depend on disclosure, then Southwest General holds a unique advantage: familiarity. As a trusted community health center for over a century, it’s not just known by the community—it’s part of their story.

For the Women’s Health Practice, which focuses on early detection, treatment, and maternity care, this familiarity fosters comfort. Comfort encourages disclosure, which enables timely intervention—ultimately improving the lives of patients, their loved ones, and the broader community.

SWG Womens Landing Page
SWG Womens Digital Ads
SWG Womens Poster

Relevant Work

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