HILLROM

Everywhere There Is Care

The pitch-winning master brand idea that unified Hillrom’s acquisitions — shooting the brand film within three weeks of winning the business.

Role
Design Director (Project Design Lead)

Agency
frog design (Capgemini Invent)

Timeline
2022, 4 months

Deliverables
Master Brand Architecture · Brand Film · Unified Digital Ecosystem · 120-Day Integrated Campaign (Paid/Earned/Owned)

The Challenge

Rapid acquisitions had left Hillrom with multiple established brands, a fragmented identity, and a market that still saw a hospital-bed manufacturer rather than a connected-care medical technology company. The rebrand had to respect the equity of the acquired brands, hold customer relationships steady through the transition, and move on an aggressive timeline.

Approach

In the pitch, one concept resonated instantly with Hillrom leadership: “Everywhere There Is Care, We Are There.” It repositioned the company around its actual footprint — every care setting, not one product category — and created an emotional tie to the caregiving mission. Three weeks after winning the business we were shooting the brand film; the 120-day integrated campaign followed across paid, earned, and owned channels, with a unified website, product architecture, and customer stories completing the ecosystem.

The Work

Pitched campaign concepts

Collage of healthcare-related images including a person holding a tablet displaying medical data, a doctor taking a patient's blood pressure, a IV bag, a healthcare logo, and an elderly couple smiling outside, representing medical care and support.
A collage featuring healthcare and care-related images: a person holding a tablet displaying a medical device, a nurse taking a patient's blood pressure, a close-up of an IV bag, a smiling elderly couple outdoors, and a quote about care in hospitals and homes.

Selected Concept

A promotional image for Hillrom showing a series of medical devices, including a retina viewer and a connected patient monitor, with images of patients and healthcare professionals, emphasizing patient-first healthcare technology.
Collage showing healthcare and patient care: top right, a nurse or healthcare provider touching the shoulder of a smiling man in a wheelchair; bottom left, a hand being held by a medical professional in a hospital gown; bottom right, a person's hand on a nurse's shoulder; bottom center, a healthcare worker checking a patient's blood pressure on a digital monitor; left, a hand resting on a hospital bed in a patient gown.
Healthcare professionals and patients in medical settings, with a focus on medical technology and patient care, featuring a woman lying in bed giving a thumbs-up.

Creative

An infographic discussing the importance of detecting patient deterioration early in hospitals. Key points include the substantial costs, mortality rates, and deaths associated with deterioration, the challenges in detection, and the benefits of continuous monitoring and early warning scores, emphasizing new technology and strategies for better patient outcomes.
Multiple overlapping screenshots of the Hillrom healthcare company's website featuring healthcare professionals, patient care services, and information about their products and solutions with blue and white color schemes.

DIGITAL ADVERTISING

Paid and unpaid placements across the 120-day campaign

Advertisement for Hillrom showcasing medical technology that reduces diagnostic and treatment time, featuring a person in a blue shirt holding a medical device.
A nurse performs an ECG on a male patient lying in a hospital bed, with a monitor and medical equipment nearby.
Medical professional holding an ECG device, discussing with a patient in a healthcare setting.

Clinical infographics for mobile — sepsis/patient-deterioration content extending the brand into specialty audiences

REBRAND

Desktop and mobile site rebrand

Impact

  • Multiple acquired brands unified under one Hillrom master brand

  • Market perception shifted from “bed-tech” to connected-care med-tech, under the “Advancing Connected Care” positioning

One Learning

Speed was the strategy’s proof. A three-week path from pitch to production told Hillrom’s organization — and its acquired brands’ customers — that the new identity was decided, confident, and real. In brand transitions, hesitation reads as doubt.