In 2020, my oldest daughter Gabby was complaining about pain in her feet.
I initially chalked it up to growing pains but after meeting with 2 doctors, we got the diagnosis: tarsal coalition—a rare condition in which the bones in BOTH of her feet were fused.
We were told surgery was necessary, but after asking the surgeon in CT just 2 questions, he seemed annoyed as if I was questioning his expertise.
Being so close to NYC, I sought out a second opinion at the Hospital for Special Surgery. HSS is ranked #1 in the world for orthopedics.
Patients know *what* HSS does and *how* they do it, but it's the WHY that people seek out their services and keep coming back:
"To provide the highest quality patient care, improve mobility and enhance the quality of life for all, and to advance the science of orthopedic surgery, rheumatology and their related disciplines through research and education."
For our family, that meant a pediatric orthopedic surgeon who knew what tarsal coalition was and had done the surgery several times.
She also took the time to listen to our questions and ran through the pros, cons, and ins and outs of everything.
We knew exactly what to expect.
In May 2021 and January 2022, Gabby's surgeries were a success. Today, she can run races, dance, and play soccer—all without pain.
She also continues to see the same doctor at HSS for other issues that were discovered later.
Sure, I could have transferred her care back to CT but it's HSS' *why* that we continue to return.
*Why* is the North Star for any brand messaging framework, and without it, you're simply throwing your ideas against the way and hoping they'll stick.
#brandmessaging #brandmessage #healthcaremarketing #healthcareindustry #raredisease
Corporate Partnerships @ Huntington National Bank | CTA, CRM
1moWoo-hoo! Congratulations! Thank you being a pioneer in this space!