Tioga Medical Center
Key Takeaways
- A full rebrand helped Tioga Medical Center rebuild trust and reconnect with the people they serve.
- Community and employee surveys gave us a clear picture of how TMC was viewed and where the biggest opportunities were.
- A mix of digital video, social, broadcast and print expanded awareness and positioned TMC as a modern, capable and compassionate rural healthcare provider.
- The paid campaign outperformed benchmarks across the board, proving the new brand and message truly resonated.
Overview
Tioga Medical Center is a nonprofit healthcare system serving Tioga, Ray, Powers Lake and several neighboring towns. With a critical-access hospital, long-term care facility and clinics across the region, TMC delivers everything from emergency care to outpatient surgery, lab services and therapy.
The organization has always been rooted in caring for its rural community, but the moment was right for a reset. Leadership changes, new long-term goals and the desire for a stronger internal culture led TMC to refresh its brand and strengthen its connection to the people who rely on them.
Challenge
TMC was navigating a lot of change, and they wanted a brand that felt steady, welcoming and future-forward. They were looking to:
- Rebuild trust in the community
- Honor their history while signaling where they’re headed
- Bring employees together under a shared identity
- Unite the hospital, clinics, long-term care and independent care under one clear brand
Strategy & Approach
Our strategy centered on reminding the region who TMC is and why they matter. We put together a media plan that spanned TMC’s entire service area (Tioga, Ray, Powers Lake, Epping, Wild Rose, White Earth, McGregor, Williston and Stanley).
Creatively, the focus was simple: show TMC’s team, highlight the quality of care they provide and reinforce the comfort of having exceptional healthcare close to home. The brand needed to feel trustworthy, professional and distinctly rural in all the right ways.
Execution
The full rebrand took shape from April through December 2024. During that time, we developed a new logo, brand guidelines, tagline, mission, vision and values. To bring everything to life, we produced billboards, direct mail, print materials and a full suite of photo and video assets.
A paid media campaign followed in March through May 2025. Using broadcast, print, programmatic video and Meta placements, we reached the region with consistent, unified messaging. Ongoing optimization throughout the campaign ensured we delivered the strongest performance from each channel.
Results
The campaign delivered strong awareness and standout engagement across digital platforms.
Digital Video
Impressions
Clicks
CTR (massively outpacing the 0.08% benchmark)
Video completions
Social
Impressions
Clicks
CTR (well above the 0.89% benchmark)
Video views
CPC (far more efficient than the $0.59 benchmark)
Summary
Creative
Logo
Mailer
Billlboard
Newspaper