CASE STUDY Introduction As Griffin Health entered a new age in population healthcare in Connecticut, it selected GEM Advertising to handle all of its communications and marketing for the multiple locations and service lines that comprised the Griffin Health system. Competing with Yale-New Haven Health to the South and both Midstate and Hartford Health in the North, Griffin knew it needed to declare leadership within its territory in order to grow its market share and compete with the larger budgets of its competitors. To create campaigns that perfectly addressed Griffin’s different market segments, GEM began with a full brand audit, identity, and communications plan. First, GEM conducted focus groups of Griffin’s various constituents to discover why patients choose Griffin over

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