Saint Peter’s University Hospital: Rebranding and Marketing


SGW was asked to develop a campaign to build awareness for Saint Peter’s University Hospital’s neonatology, obstetrics, orthopedics, cardiology, diabetes treatment and pediatric oncology service lines, while rebranding the system overall. The goal was to increase inpatient and outpatient business for the entities.


Rebrand Saint Peter’s as the compassionate “Personal Advocate” for its patients. SGW created a new logo design and graphic standards for the hospital as well as Saint Peter’s other affiliates. SGW also introduced “Treating you better…for life,” as the overall system tag line. And, SGW employed a broadly targeted, integrated media campaign featuring real life stories of patients and the endline, “Thanks, Saint Peter’s!” SGW was one of the first agencies nationwide to use testimonials in their hospital advertising.


All six specialty services experienced volume increases in the double digits, ranging from 12% to 45%.