Environment Riddle Memorial is a community hospital best known for its maternity program. In launching a major sports medicine center, Riddle challenged the agency to create immediate credibility and awareness for a practice not traditionally associated with the hospital. Additionally, the client asked for a total identity package that would resonate with the suburban lifestyle of its service area. Before Peak SportsCare, residents of the suburban area surrounding Riddle Memorial Hospital had to trek to the major Philadelphia medical centers for the best sports medicine care. In recruiting Dr. John McShane from one of these centers, Riddle landed a world class specialist who also brought a background of family medicine. In Dr. McShane, the hospital found an enthusiastic advocate of sports medicine for everyone, to maintain each person at optimum health and conditioning. Challenge The agency had long conversations with Dr. McShane to fully understand his perspective on sports medicine and its relevance to everyday life. We then informally talked to prospective consumers about their needs and how the center's services could be relevant to them and to their family members. Backe developed a total brand identity and positioning strategy for the center, right down to creating the name, Peak SportsCare, and the logo. We positioned Peak as “Wellness for the athlete in every body” and emphasized the credentials and approach to care practiced by Dr. McShane. Strategy With a limited media budget for an August rollout, we made the tactical decision to target launch communications to parents and coaches of high school and college athletes. At that time of year, these athletes were required to have physicals for their team participation. We created a brochure and a letter direct mailed to this target audience within a 10-mile radius and a set of launch ads keying off of the needs of this audience. Our strategy assumed that parents of athletes would bring their kids in for physicals and that would start a whole word of mouth process of referrals and broader family use of the Center’s services. Results The results of the launch were spectacularly successful: within three weeks of the first ad insertion, the Center was solidly booked for three months ahead. The client even stopped advertising for a month in order to absorb the influx of new patients. The Center immediately became entrenched in the local healthcare world as the definitive place for total care devoted to optimum physical performance.