![](https://cdn.myportfolio.com/68950f26c7d207b09991583c0d6b1647/0837b9e1851c38c01dab5c10_rw_1200.jpg?h=a753ad4da87ca1d2b082c0555f546c5e)
![](https://cdn.myportfolio.com/68950f26c7d207b09991583c0d6b1647/3ff04843c08237f7ad719fbd_rw_1200.jpg?h=7d97d2ce97ef4eaa539a8d52d52b4289)
![](https://cdn.myportfolio.com/68950f26c7d207b09991583c0d6b1647/4ffda85eda56fb5d37f4d8c4_rw_1200.jpg?h=e63318e95c709673b9cec12b0cfd739f)
![](https://cdn.myportfolio.com/68950f26c7d207b09991583c0d6b1647/f6a6c890a18333101716b0e9_rw_1200.jpg?h=162878deb2b5fabc0008a82d9e91137a)
![](https://cdn.myportfolio.com/68950f26c7d207b09991583c0d6b1647/974985202a7fc6530e41dc64_rw_1200.jpg?h=74ac2200b5a2c5dacc32a7c68db2bf3d)
![](https://cdn.myportfolio.com/68950f26c7d207b09991583c0d6b1647/b1f0d7b4863e865c05dd7038_rw_1200.jpg?h=794cd5c25dfbb40f2abeacdc93ea9db5)
![](https://cdn.myportfolio.com/68950f26c7d207b09991583c0d6b1647/5d1eb2a48dd2ce24cca16447_rw_1200.jpg?h=f5f4836aede2a97230e42ad9e642c3d4)
![](https://cdn.myportfolio.com/68950f26c7d207b09991583c0d6b1647/045f56128eef6388423e6233_rw_1200.jpg?h=9374d5363242ea206b52dfb9a1bc06fa)
The campaign launched with new external and internal branding, along with the very enthusiastic support of the board, staff and physicians. A tracking study revealed that the campaign not only succeeded in increasing preference and favorability – over 8 in 10 people felt more favorable towards Potomac after seeing the advertising – but that it was at the expense of the region’s reputation leader.