Create new ways to experience a brand.

Challenge:Change long-held attitudes about healthcare and establish Hartford HealthCare as the area’s go-to experts for wellness

Obstacles:For most people, hospitals and medical centers = illness, injury, anxiety and avoidance. Wellness is the industry’s new brass ring and competition is fierce.

Approach:Offer an unexpected, anxiety-free “trial.” Surprised shoppers at the area’s premier mall are treated to wellness services in a relaxing, branded lounge, leaving happy, healthy and informed.

Results:Just what the doctor ordered. Healthy lounge traffic and positive response are proving out the experiential approach, prompting a long-term commitment by the client and mall.