Most children’s hospital marketing suffers from the same old clichés. So we bucked the category and tapped into what really drives parents’ healthcare decisions. We all want our kids to grow up to become their happiest, healthiest, most awesome selves. We all want them to Grow Up Stronger.

And the results have been, well, stronger. Brand Choice jumped from 33% to 46%, moving Children’s from being #2 in the market to #1.