MLK, Jr. Community Hospital

A 131-bed hospital in the Willowbrook neighborhood of South Los Angeles serving surrounding communities' needs—including those of under-insured or uninsured patients.
"We Believe" Launch Campaign
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Billboard

Bus Shelter

Bus Side

Lightbox

Guerrilla

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Challenges

  • Needed to re-introduce a new, state-of-the-art Martin Luther King, Jr. Community Hospital, and position it as a catalyst for positive change in the South LA community.
  • Had to overcome the profoundly negative legacy reputation of the former MLK-Harbor Hospital (pejoratively known as "Killer King") previously located on the same campus.

     

Constraints

  • Hispanics and African-Americans in South LA felt forgotten and marginalized when it came to their healthcare needs after the seven-year closure of MLK-Harbor virtually cut off primary medical resources to one of the poorest communities in Los Angeles.  

Solution

  • Launched a local saturation campaign in areas immediately surrounding the hospital with out-of-home, direct marketing, digital and social media advertising.
  • Placed a Sensis CMO onsite at the hospital, reporting to the CEO, to lead marketing, advertising, external and in-hospital communications, community affairs, media and government relations.
  • Executed "We Believe" creative concept with the faces and voices of hospital leadership, doctors and staff speaking to the transformational experience engendered by the hospital's accessibility, world-class technology and patient-centric attention. 

Results

  • Campaign currently in-market.