The residents of Wisconsin Rapids are proud of their community, and their hospital. Legato capitalized on these feelings in a campaign highlighting three of Riverview's strengths: cancer treatment, advanced technology and experience physicians. Real patients told stories about why Riverview was their provider of choice. Name tags with each patient's name superimposed on the hospital's logo was a unique visual way to say "This is my hospital."
Following the campaign, Riverview saw a 15% increase in new patient volumes, when it was anticipating a 10% loss in volumes due to increased competition.