MUSC – Every Woman Matters


As part of the Medical University of South Carolina (MUSC) system, MUSC Women’s Care provides medical services for every stage of a woman’s life. Over a year ago they embarked upon a marketing effort to energize their internal teams (physicians, faculty, students and staff) and the wider community around a common mission. While the new branding and marketing program was to be focused on the Women’s Care services, it also had to support and fit within MUSC’s umbrella brand theme, “Changing What’s Possible.”


We started with a comprehensive research and brand planning process, followed up by a brand design effort to set the guiding foundation for all efforts to follow. The output is a platform entitled “Every Woman Matters” that celebrates the vital role that everyone in the department (and ultimately everyone in the region) plays in delivering compassionate, patient-centered care for all women in the community. Recognizing the importance of daily behavior and service delivery, the internal MUSC Women’s Care marketing team has worked to share and reinforce the theme with employees in a wide variety of ways – uniforms, ID badges, employee spotlights/posters, events, training and more. To support and further the efforts and help create new growth, we are working with their team to feature the mission-driven theme in all of their ongoing communications platforms. Publishing and social marketing programs, digital and offline advertising, events, and the new website and content platform all allow the MUSC team to share the amazing stories each and every week.




Congratulations to the MUSC Women’s Services team for developing such a strong culture and service mindset. We’ve had a lot of fun along the way, and there’s nothing more rewarding than seeing an inspiring brand purpose flourish.