ATLANTICARE

The AtlanticCare brand, though intrinsically tied to the community, had grown by attracting renowned physicians, investing in groundbreaking technology, and forming key provider partnerships. A recipient of The Baldridge Award - the highest Presidential award for quality and organizational excellence, AtlanticCare’s brand still faced several challenges: how to leverage having won the prestigious award, how to increase their medical standing, how to break through generic healthcare marketing, and foster internal pride, all while maintaining a caring, community-oriented image. Masterpiece developed an award-winning rebranding campaign that utilized a strategic mix of two highly effective television commercials, supported by print and outdoor advertising that featured attention-grabbing headlines and double entendre. This resulted in winning AtlanticCare’s RFP and becoming established as the Agency of Record for the healthcare provider.