National Leaders in More Than Medicine

Barnes-Jewish Hospital (BJH) is one of the most well-known names in healthcare. Top rankings made the hospital a trusted leader in medicine, but research revealed something was missing: emotional connection. Patients knew BJH for its reputation, but they didn’t necessarily see it as their hospital. To go beyond recognition, BJH needed to bring deeper meaning to their story — transforming it from something just remembered to something people believe in. 

To create real emotional connection, we let patients do the talking. We sourced and shared deeply personal stories that revealed the confidence, optimism and hope BJH provides every day. Told in a raw, intimate style not often seen in healthcare, these narratives became the foundation of a campaign that redefined “National Leaders in Medicine” and demonstrated the heart the hospital had all along.