Branding Case Study – Nicklaus Children’s Health System

Campaign:

As the tides of healthcare have shifted, Nicklaus continues to be at the forefront of health system marketing with a focus on value-based care with aggressive system growth goals and community trust building. 

Challenge:

For the first time in pediatric marketing history, ab+a developed a branded value-based marketing campaign to build overall brand awareness and specialty institute volume. Additional charges were to help expand the Nicklaus footprint and service area. 

Solution:

ab+a developed a flagship campaign, “One Child: Yours,” reframing the value conversation through a single lens: trust. Rather than showcasing services or statistics, the message centers the parent’s perspective. It’s not about what the system does—it’s about how it feels to have a child cared for by people who treat them like their own. Clinical innovation was also wrapped in relatable terms from a personalized patient-centric perspective.

Impact:

Over the course of 10 years, ab+a has supported Nicklaus in a 66% increase in admissions while expanding their footprint by 33%. The brand work and in particular the most recent values-based brand campaign escalated access and in-migration.