Beaumont Health has launched a new brand campaign focused on the fighting spirit of patients and on empowering consumers to manage the health care of themselves and their families. Developed by the Detroit-based Doner agency, the campaign is the first to define the new brand of Beaumont Health, Michigan’s largest health care system created through a merger of Beaumont Health System, Botsford Hospital and Oakwood Healthcare in September 2014. “Our new campaign is based on six research studies involving about 1,300 area consumers,” said Mark Bohen, senior vice president, chief marketing and communications officer, Beaumont Health. “The health care world has changed, Beaumont has changed, and consumers have new expectations to be more involved in their health. As the most preferred health care system in the region, Beaumont is uniquely suited to meet these new consumer needs with our connected network of medical experts, high-quality care, and access to the most advanced medical resources and technologies through our broad geographic footprint.” Beaumont’s new 30-second, “Never Settle,” TV ad, airing in Southeast Michigan during halftime of Sunday’s NFL championship game, captures the fighting spirit of Detroit and features Beaumont patients, physicians and employees, a celebrity voice with Detroit hometown ties, and a locally produced musical score.
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