Phoebe Health
Reviving a
century-old
healthcare
brand.
HOW THEY WERE STUCK
Phoebe was an aging brand, suffering from sagging customer perception ratings, and their fragmented marketing was no match for a stream of negative press coverage.
WHAT TAILFIN DID
To revitalize and rebuild the brand, we focused on two of its strengths — its unrivaled expertise and community significance — reminding people that Phoebe is a pillar of Southwest Georgia, having actively invested in cutting-edge teams and technologies for years.
HOW WE HELPED
– Primary Research
– Secondary Research
– Audience Research
– Competitive Reviews
– Brand Strategy
– Creative Strategy
– Campaign Strategy
– Campaign Concepting
– Creative Execution
– Video
– TV
– Display
– Print
– OOH
– On-campus
– Website Design and Development
Phoebe Health
Reviving a century-old healthcare brand.
HOW THEY WERE STUCK
Phoebe was an aging brand, suffering from sagging customer perception ratings, and their fragmented marketing was no match for a stream of negative press coverage.
WHAT TAILFIN DID
To revitalize and rebuild the brand, we focused on two of its strengths — its unrivaled expertise and community significance — reminding people that Phoebe is a pillar of Southwest Georgia, having actively invested in cutting-edge teams and technologies for years.
HOW WE HELPED
– Primary Research
– Secondary Research
– Audience Research
– Competitive Reviews
– Brand Strategy
– Creative Strategy
– Campaign Strategy
– Campaign Concepting
– Creative Execution
– Video
– TV
– Display
– Print
– OOH
– On-campus
– Website Design and Development
We breathed new life into the brand
We began with a complete brand redesign — retiring their outdated, “cozy, country” visual identity and launching a sleek, simple, and modern version.
![Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed 2](https://tailfin.com/wp-content/uploads/2024/05/Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed-2.png)
![Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed 1](https://tailfin.com/wp-content/uploads/2024/05/Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed-1.png)
And we gave them a Better Way to show off the changes
We concentrated the launch campaign on a simple, powerful idea: that Phoebe could deliver a Better Way to a healthier, happier community. The campaign included bold, yet warm designs and relatable, lifestyle photography — often profiling real patient and doctor stories from across the region.
![Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed 4](https://tailfin.com/wp-content/uploads/2024/05/Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed-4.png)
![Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed 4](https://tailfin.com/wp-content/uploads/2024/05/Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed-4.png)
![Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed 4](https://tailfin.com/wp-content/uploads/2024/05/Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed-4.png)
And we gave them a Better Way to show off the changes
We concentrated the launch campaign on a simple, powerful idea: that Phoebe could deliver a Better Way to a healthier, happier community. The campaign included bold, yet warm designs and relatable, lifestyle photography — often profiling real patient and doctor stories from across the region.
![Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed 2](https://tailfin.com/wp-content/uploads/2024/05/Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed-2.png)
![Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed 1](https://tailfin.com/wp-content/uploads/2024/05/Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed-1.png)
![Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed 1](https://tailfin.com/wp-content/uploads/2024/05/Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed-1.png)
![Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed 1](https://tailfin.com/wp-content/uploads/2024/05/Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed-1.png)
![Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed 4](https://tailfin.com/wp-content/uploads/2024/05/Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed-4.png)
![Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed 4](https://tailfin.com/wp-content/uploads/2024/05/Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed-4.png)
![Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed 4](https://tailfin.com/wp-content/uploads/2024/05/Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed-4.png)
![brand2](https://tailfin.com/wp-content/uploads/2024/05/brand2.png)
![brand2](https://tailfin.com/wp-content/uploads/2024/05/brand2.png)
![brand-left](https://tailfin.com/wp-content/uploads/2024/05/brand-left.png)
![brand-left](https://tailfin.com/wp-content/uploads/2024/05/brand-left.png)
![brand-left](https://tailfin.com/wp-content/uploads/2024/05/brand-left.png)
![bestrong](https://tailfin.com/wp-content/uploads/2024/05/bestrong.png)
![bestrong](https://tailfin.com/wp-content/uploads/2024/05/bestrong.png)
![bestrong](https://tailfin.com/wp-content/uploads/2024/05/bestrong.png)
The campaign drove a double-digit upswing in consumer preference, and led to patient volume spikes across multiple service lines.
We Made the brand impossible to ignore.
We covered every touchpoint, from TV spots to outdoor to digital ads to signage to a total website redesign, ensuring the community saw, and felt, an improved, new Phoebe.
Phoebe reclaimed their position as the #1 patient health brand in the region.
![brand3](https://tailfin.com/wp-content/uploads/2024/05/brand3.png)
![brand3](https://tailfin.com/wp-content/uploads/2024/05/brand3.png)
![bestrong](https://tailfin.com/wp-content/uploads/2024/05/bestrong.png)
![bestrong](https://tailfin.com/wp-content/uploads/2024/05/bestrong.png)
![bestrong](https://tailfin.com/wp-content/uploads/2024/05/bestrong.png)
The campaign drove a double-digit upswing in consumer preference, and led to patient volume spikes across multiple service lines.
![brand-left](https://tailfin.com/wp-content/uploads/2024/05/brand-left.png)
![brand-left](https://tailfin.com/wp-content/uploads/2024/05/brand-left.png)
![brand-left](https://tailfin.com/wp-content/uploads/2024/05/brand-left.png)
An armful of awards for the campaign and website design
Now Phoebe is thriving
As an integral part of Southwest Georgia, Phoebe continues to focus on critical issues facing their community by bringing innovative and creative solutions to the country’s massive nursing shortage and expanding access to care for all.
![Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed 3](https://tailfin.com/wp-content/uploads/2024/05/Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed-3.png)
![Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed 3](https://tailfin.com/wp-content/uploads/2024/05/Tailfin-Website-CaseStudySupport-2-1-24-v1_Rounded-Mobile-SocialFeed-3.png)
“It’s like you guys can create everything we ever need. Is there anything your team can’t do?”
– Jessica Castle
Vice President of Marketing, PR & Business Development
Phoebe Health