Branding Case Study
Building Growth and Trust
Through Value-Based Marketing.
BY THE NUMBERS
%
increase in admissions
%
footprint expansion
years of partnership and sustained growth
The Situation
As healthcare shifted toward value-based models, Nicklaus Children’s Health System set ambitious goals: expand specialty institute volume, strengthen community trust, and grow its regional footprint. For the first time in pediatric health system marketing, Nicklaus Children’s needed a branded value-based campaign that could connect emotionally with parents while advancing aggressive system growth.
The Approach
Working in close partnership with leadership, ab+a developed the flagship “One Child: Yours” campaign. The strategy reframed the
value conversation through the lens of trust:
- Parent-first messaging: focusing on how it feels to entrust a child’s care to people who treat them as their own.
- Relatable storytelling: real families and children instead of institutional claims or statistics.
- Integrated execution: unifying brand, specialty institute marketing, and community outreach under one narrative
platform.
This approach marked the first fully branded value-based marketing initiative in pediatrics, aligning growth strategy with
a patient-centric voice.
The Results
The value-based care campaign is the most recent in over 13 years of marketing for Nicklaus Children’s, the program delivered measurable impact:
- 66% increase in admissions across the system.
- 33% expansion in service footprint, extending Nicklaus’
reach throughout South Florida. - Accelerated in-migration, with value-based brand campaigns driving access and specialty volume.
- Sustained equity gains, as the “Where Your Child Matters Most” promise became a trusted signal for parents and referrers alike.
The campaign reframed how we engage with families. It wasn’t about services or statistics—it was about trust. Parents saw themselves and their children in our brand, and that connection fueled both growth and loyalty.
Kevin Snyder, System VP & Chief Marketing, Communications & Brand Officer,
Nicklaus Children’s Health System
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