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Super Bowl Ad Kicks Off Beaumont Health Rebranding Effort

February 06, 2017

The 'Never Settle' campaign uses Beaumont Health patients, physicians, and employees to build awareness.

Michigan's largest health system aired its first TV ad during the Super Bowl halftime show on Sunday. The 30-second TV spot aired in the southeast area of the state.

The goal of the campaign, developed by Detroit-based Doner agency, is to define the Beaumont Health brand, which became the state's largest health system after Beaumont Health System, Botsford Hospital, and Oakwood Healthcare merged in 2014.

"Our new campaign is based on six research studies involving about 1,300 area consumers," Mark Bohen, Beaumont Health's senior vice president and chief marketing and communications officer, said in a media release.

"The healthcare world has changed, Beaumont has changed, and consumers have new expectations to be more involved in their health," Bohen stated.

The 30-second TV spot, called "Never Settle," shows the fighting spirit of Beaumont patients, clinicians, and employees.

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Detroit is featured prominently in the ad—the voiceover was done by Detroit native and Emmy Award-winner Courtney B. Vance and the music score was produced locally. A physical therapy patient in the ad wears a Detroit t-shirt.

"Settling never raised the bar, pioneered a solution, or improved an outcome," Vance states in the voiceover. "At Beaumont, we are a team of the best medical minds working as one, sharing knowledge, shattering conventions. There's no quit in us because there's no quit in you."

The campaign for Beaumont Health, a not-for-profit organization based in Southfield, MI, also includes outdoor, radio, and digital ads, and will continue throughout the year.

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