The Work

Our Lady of the Lake Regional Medical Center

Our Lady of the Lake Regional Medical Center needed to re-establish its leading position in the highly competitive healthcare market of Baton Rouge, La., where competition has intensified due to the growth of the area following Hurricane Katrina.

The challenge was twofold: 1) to establish the identity of Our Lady of the Lake as a faith-based organization whose employees “believe” in the mission of healing, and 2) to strike the delicate balance between faith-based messaging that represents the core beliefs of the organization and messaging that appeals to a broad public audience.

The solution: Mangan Holcomb Partners created a multimedia campaign to show consumers that what makes Our Lady of the Lake different is what makes it best. Due to the faith-based belief system of Our Lady of the Lake employees, they view their work as a calling and ministry, not just a job. As a result, patients at Our Lady of the Lake receive not only physical healing, but spiritual and emotional healing as well. The campaign relies on real hospital employees, not actors, to express their beliefs, offering the community a powerful snapshot of what motivates them to provide the best healthcare in the region.

The multimedia campaign launched in July 2008.

Put the power of ideas to work for you! To learn more, email David Rainwater.