Evolving from
health care system to
health care partner.

When Robert Wood Johnson and Barnabas Health merged, they had a mission: to be there for every one of the five million people they serve in New Jersey. For the newly formed network of hospitals, it meant that care and excellence had to be dispensed in equal measure. And for SmithGifford, it meant creating a brand voice that spoke with both empathy and authority. We began with a new tagline, “Let’s be healthy together.”

More than just a set of words, it’s an invitation, a rallying cry and a message to the patient base that we’re with them all the way-not just a health care system, a health care partner-evidenced by the work we have produced in print, broadcast, outdoor and digital.

Our strategy is working. People now recognize RWJBarnabas as a single brand that stands for innovation and care. Of equal importance, awareness is up and so are leads.