St. Vincent Charity Medical Center

exterior of St. Vincent Charity Medical Center

Overview

Competing with Cleveland Clinic and University Hospitals, St. Vincent Charity Medical Center faced a persistent perception barrier. For decades, “Charity” had left some consumers believing the hospital did not accept insurance. This Catholic hospital needed to communicate its clinical strengths while reclaiming the meaning of its mission.

Goal

Correct misconceptions, build confidence and position St. Vincent Charity as a hospital patients actively choose for specialized expertise, alongside its commitment to compassionate care.

Solution

Our strategy used destination services as the foundation for rebuilding brand equity. By elevating specialized expertise and the physicians behind it, we gave patients concrete reasons to reconsider St. Vincent Charity. Those services became evidence of the hospital’s broader quality, strengthening perceptions of the institution beyond any single specialty.

Results

Challenge Perceptions: Address the insurance misconception.
Establish Credibility: Lead with destination care expertise.
Rebuild Brand Equity: Connect specialty strengths to hospital reputation.

Integrated Campaigns

Build confidence in the specialists. Build belief in the hospital.

Destination services gave St. Vincent Charity a compelling point of entry in a market dominated by larger systems. We brought physicians forward and connected their expertise to outcomes patients valued. Each campaign served two purposes: generate consideration for specialized care and use that credibility to rebuild confidence in the hospital as a whole.

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“TWIST understood that our challenge was as much about perception as competition. Their strategy used our destination services to demonstrate clinical strength and build confidence in the hospital. They translated that thinking into exceptional creativity, supported by disciplined execution and attentive project management. We had a partner who understood our mission and how to make it relevant in a demanding market.”

Wendy Hoke Vice President of Marketing, St. Vincent Charity Medical Center

full page newspaper ad of dancer

Reclaiming charity as a source of pride.

The brand needed to communicate that a commitment to serving everyone could coexist with specialized medical excellence. “St. V ♥ CLE” expressed the hospital’s connection to Cleveland with confidence and warmth, complementing clinical campaigns with a visible reminder of its Catholic mission and longstanding commitment to the city.

Community Brand Campaign

Making the hospital’s value easier to understand.

Print communications extended the strategy beyond advertising, creating space to explain services, introduce expertise and tell the hospital’s story. A consistent design language connected these materials to the campaigns, helping replace fragmented impressions with a clearer understanding of St. Vincent Charity and its approach to care.

Print & Collateral

open folder with a variety of collateral pieces

opened brochure

Service Campaign

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Help faster. A clear reason to choose.

“Help Faster” translated a service benefit into an immediate reason to consider St. Vincent Charity. Coordinated outdoor and mobile creative brought that message into everyday life. Alongside destination service campaigns, this work connected the hospital’s broader reputation to practical patient needs, making the brand both credible and relevant.