We know that Ohio’s Cleveland Clinic earned its reputation as one of America’s best hospitals thanks to the tireless work of the many talented professionals on its staff — but there’s also a good bit of well-executed branding and PR at play. Case in point: this promotional video, released last month. A hospital is a relatively easy place to find touching stories of human perseverance in the face of adversity, but this is a real masterpiece in the “humanizing a brand” genre.
The PR lesson here: tell a story. In fact, tell several stories — especially if they’re as compelling as these.