Eskenazi Health
I Am More Campaign

  • Problem

    As one of the nation’s largest essential health care systems, Eskenazi Health needed a strategic approach to highlight its capabilities as a comprehensive health system — not simply a hospital.

  • Strategy

    Hirons developed a multimedia campaign showcasing the health system’s orthopaedics, primary care and labor and delivery departments through testimonials from real patients. The campaign emphasized Eskenazi Health’s culture of inclusivity, diversity and quality of care.


To reach residents in their communities and make them aware of where health centers are located through the city, Hirons ran an extensive outdoor campaign that included digital boards, rotating poster boards and bus advertisements that showcased Eskenazi Health’s well-rounded approach to health care.


Radio & Streaming Audio

Hirons recognized that the campaign — featuring the voices of real patients sharing real stories — was well-suited to audio because it allowed listeners to hear directly from a single person, which reinforced the concept that Eskenazi sees patients as individuals. Ads ran across several streaming audio services along with radio stations throughout central Indiana.

TV & Streaming Video

Through a video campaign that included ads across television, streaming services and online video platforms, Hirons successfully conveyed the culture of inclusivity, diversity and quality care that Eskenazi Health can deliver. Hirons produced a series of videos that included nurses, physicians and real patients discussing their real health issues.

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Hirons began by updating website graphics and copy in order to align with subsequent supplemental campaigns. While doing so, Hirons evaluated creative campaign performance across several platforms and optimized advertisements after testing messaging to see which concepts resonated strongly with audiences.

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“Masters of integrated branding and community outreach.”
Lisa Harris
M.D. CEOEskenazi Health
“Highly effective TV and media buying - experts at lead generation.”
Tamela Grabb
Marketing ManagerGoodcents
“Delivers on business-to-business.”
Matt Maguire
“Hirons simply understands Indiana’s complex issues.”
Art Logsdon
Assistant CommissionerIndiana State Department of Health
“The TV spots are very effective. Hirons enhanced our branding tremendously. ”
Steve Kidwell
President & CEORiddell National Bank
“Hirons' Credit Freeze TV campaign cut through the clutter and got results.”
Staci Schneider
Chief of StaffIndiana Office of the Attorney General
“My go-to experts for strategic communication.”
Krista Sohm
Vice President of Marketing and CommunicationsMeritor
“Their branding work stands the test of time.”
Willie M. Reed, DVM, Ph.D.
DeanPurdue University College of Veterinary Medicine
“They build bridges between government and the private sector.”
Brandon Clifton
Deputy Secretary of State and Chief of StaffOffice of the Secretary of State
“Their ability to get to the heart of a brand is exciting.”
Bob Heuchan
President and CEOMutual Savings Bank
“Research based – results oriented. They get it.”
Rob McLin
President and CEOGood Samaritan Hospital
“Creative so beautiful I would hang it on my walls as art.”
Ernie Vargo
President and CEOEskenazi Health Foundation
“Amazing results every time.”
Lee Marchant
CEOGarden Villa
“Bold creative with strength in digital and social communications.”
Molly Deuberry Craft
Former Executive DirectorGreater Indianapolis Progress Committee
“Smart and effective.”
Office of the Indiana Secretary of State
Connie LawsonIndiana Secretary of State, Office of Indiana Secretary of State
“At a critical time, Hirons hit the right notes.”
Jessica R. Di Santo
Director of CommunicationsIndianapolis Symphony Orchestra
“They ask good questions and have solid advice.”
Carol Wade
Marketing DirectorWatchfire
“In a word – bold.”
Mario Rodriguez
Executive DirectorIndianapolis Airport Authority
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