Whitman-Walker Health
Helping city residents achieve better health
Challenge
Repositioning a major DC healthcare provider
Whitman-Walker Health established their reputation in the 1980s as “The AIDS Clinic.” As they moved into their new facility on 14th Street and expanded their range of services, they needed to attract patients beyond the LGBTQ community. The challenge was to develop a new identity and position to reintroduce Whitman-Walker Health as a full-service healthcare provider.
Solution
Making a clinic a community anchor
In-depth interviews among three core audiences: staff, patients, and the DC community helped us arrive at a new brand platform: “Whitman-Walker Health is open to all with a passion to improve every life we touch.”
Solution
Three words, one powerful platform
We expressed the new brand promise in three simple words: “We See You.” Whitman Walker doesn’t see patients or illnesses; we see the individual for who they are. A targeted media campaign included programmatic digital, social media, print, radio, and out-of-home advertising.
Impact
A message becomes a movement
Whitman-Walker Health’s increased recognition as a full-service healthcare provider spurred new patient growth and demand for ancillary services, including dentistry, pharmacy, and mental health. They are now thriving in 3 DC locations.
