Holy Cross Germantown Hospital

“My Surgery” Campaign

The Challenge

Holy Cross Health is a not-for-profit health system based in Montgomery County, Maryland. Providing inpatient, outpatient, and innovative community-based services, Holy Cross Health strives to be the most trusted health care provider in the area. Opening their doors in 2014, Holy Cross Germantown Hospital is the first new hospital in Montgomery County in 35 years.

In the second year of our campaign, we are transitioning from brand building and awareness for this new hospital, to building preference for key service lines, starting with surgical services.


Springboard Brand & Creative Strategy partnered with Holy Cross Health to develop a campaign for surgical services at Holy Cross Germantown Hospital that also complemented the existing campaign message of “Your Very Own.” The result: My Surgery – a multi-media campaign communicating to patients that they have a choice when deciding where to have surgery, and empowering them to request that their surgery be performed at HCGH.

Sign Up for Our Newsletter

Subscribe to Our Newsletter