There is no shortage of hospitals in Boston but one healthcare institution is making a concerted effort to stand out from the crowd.

Earlier this week, Boston Medical Center (BMC) launched a multi-channel brand campaign to raise awareness of its medical services in the saturated New England healthcare scene. 

Helmed by BMC’s chief marketing officer Rachel Felix and her all-female team, the Rewriting Healthcare effort highlights the organization’s “world-class offerings” and “excellence in equitable medical care.”

The campaign was developed in partnership with New York-based creative agency Base Design, which sought to differentiate BMC not only from other hospitals in the area but also from the traditional expectations for healthcare advertising. This meant moving away from imagery featuring healthcare professionals and making the advertising more dynamic in nature.

A company press release stated that Rewriting Healthcare seeks to “be as diverse as the population BMC serves.”

The first phase of Rewriting Healthcare features ads with bold-colored backgrounds as well as “simple, strong text” to appeal to BMC’s patient populations. 

The second phase is set to deploy next month and will feature tweaked phrases that speak to how the organization can help patients overcome their health challenges. These include: “Doctors who don’t get you” and “Community input is under valued.”

Additionally, there will be more phases to the campaign rolling out in the fall and winter.

Rewriting Healthcare is the first brand campaign for the organization since Felix assumed the role of chief marketing officer last year. Prior to that, she served as VP and head of brand management at Mass General Brigham, a rival health system in Boston.

“The launch of Rewriting Healthcare represents the first step in communicating to our community that BMC represents a new kind of excellence in healthcare; one that provides equitable care to all and speaks the language of its patients,” Felix said in a statement. “Rewriting Healthcare is designed to speak directly to our current and future patients and let them know that we hear them. Our providers and researchers are here to break traditional medical boundaries and provide the care that we all deserve.”