Bakersfield, California-based Kern Medical Center, a safety-net hospital, was known for treating gunshot victims, homicides and DUIs. Being the only Level II Trauma Center in the county was both a blessing and a curse. The hospital accepted all trauma patients, including the injuries that come with crime and accidents, which saturated its media coverage with negativity. The name Kern Medical Center was associated with crime.
AMF Media Group saw an opportunity to rebrand the hospital and in doing so rebuild its image in Kern County. We transitioned the name to Kern Medical, a change that represented its evolution in improving access to care and expanding its geographic footprint. The rebrand featured a new logo and tagline, “Health for Life,” which was created to express the continuum of care across Kern’s 150 years of service and the lifetime of patients treated.
Proactive news stories about Kern Medical’s many innovative programs cut through the violence and crime coverage by 24% and put the hospital in the #1 spot among local providers for positive media market share. AMF’s work for Kern Medical won top honors from the Davey Awards, the Summit Creative Awards and the Telly Awards.
Advertisements showed the vitality, joy and special moments of life and invited the community to celebrate a shared future.
To attract more private insurance patients to the hospital, AMF developed Health for Life, a distinctive magazine mailed to upper-end zip codes in the area that featured uplifting stories of the patients, staff and programs associated with Kern Medical.
When the Kern County Health Department released a study that reported sudden unexpected infant death (SUID) cases in the area were on the rise, AMF quickly partnered with Kern Medical to launch the Safe Home, Safe Baby Campaign. We partnered with the local NBC station and its Spanish language affiliate to produce PSAs, developed an educational webpage, brochures and videos, and worked with the hospital to distribute free cribs to families in need.