Home  >   Work   >   Tower Health: Branding and Launching the Merger of Hospitals for Pediatric Medicine

Tower Health: Branding and Launching the Merger of Hospitals for Pediatric Medicine

Founded in 1875, St. Christopher’s Hospital for Children is a 188-bed teaching hospital providing primary and specialty care for children ages 0-21 in the Greater Philadelphia area and around the world.

Tower Health (a regional, academic medical center servicing a population of 2.5 million people) and Drexel University entered into a 50-50 partner agreement to acquire St. Christopher’s Hospital for Children, effective December 2019.

Meld the organization’s brands – strategically (through positioning, brand architecture, messaging) and aesthetically.

Create a campaign to announce Tower Health’s expanded pediatric services – providing the latest in diagnostics, treatments, and innovations all tailored specifically to the needs of every individual child.

Following internal agreement and alignment around brand strategy direction, a visually striking campaign – respecting and capitalizing on the visual equities of Tower Health, Drexel University and St. Christopher’s Hospital for Children.

Early results of the awareness-building launch campaign included:

  • Digital campaign conversion rate of 37%
    • Display/radio: conversion = click through to Find a Physician, Request an Appointment, Contact Us
    • Social: conversion = click through to homepage
  • Digital campaign click through rate of 04%
  • Campaign delivered over 30MM+ Impressions


  • Brand Strategy (Positioning, Brand Architecture, Messaging, Internal Launch)
  • Marketing/Media Plan
  • Digital
  • Print
  • Radio