Preston Kelly Launches Love + Medicine Campaign for Gundersen Health System

by Jamel D. Nelson , AdForum

MINNEAPOLIS, Minnesota (April 8, 2015) –Preston Kelly recently developed and executed an overarching brand positioning campaign for Gundersen Health System, an integrated health system headquartered in La Crosse, Wisconsin. Two years ago, Gundersen refreshed its brand identity, changing its system name from Gundersen Lutheran to Gundersen Health System. Preston Kelly’s challenge was to bring Gundersen’s brand promise to life (“where caring meets excellence”) in a way that distinguishes it from the competition.

“We know from our work with other healthcare brands that it can be challenging to stand out in a sea of sameness,” said Chris Preston, EVP/Creative Director of Preston Kelly. “In our Love + Medicine campaign, we focused on a differentiating strength for Gundersen by finding truly amazing stories of Gundersen staff going above and beyond for patients.”
The integrated campaign includes television and radio spots developed by Preston Kelly in addition to social media and out-of-home.
“Love + Medicine has become an operational mantra for Gundersen,” said Pamela Maas, Chief Marketing Officer at Gundersen. “It is weaving its way into every touchpoint from employee name tags to community outreach investments.”
Gundersen adds to Preston Kelly’s experience in the healthcare category, joining Medtronic, HealthPartners and Be The Match. Other Preston Kelly clients include InSinkErator, Elkay, Mall of America, Nickelodeon Universe, Physicians Mutual, Roundy’s Supermarkets, SuperAmerica, and the YMCA, among others.

About Gundersen Health System
Gundersen is one of the Top 100 healthcare organizations in the nation. It is a HealthGrades Distinguished Hospital, a HealthGrades best hospital for several service lines and has earned HealthGrades specialty excellence award for more than 15 services. Each year, Gundersen admits more than 13,000 patients, performs more than 17,000 surgeries and is visited by more than one million patients. Its service region includes its Level II Trauma and Emergency Center, four affiliated critical access hospitals, behavioral health inpatient and outpatient services, pharmacies, ground and air ambulances and more than 50 medical and eye clinic sites covering 19 counties in western Wisconsin, southeastern Minnesota and northeastern Iowa. For additional information, visit

About Preston Kelly
Preston Kelly is a full-service, independent marketing agency that creates Iconic Ideas for its clients across multiple categories. Preston Kelly was recently named as one of the top 25 Most Effective Independent Advertising Agencies in the country by Effie Worldwide. Preston Kelly is a past recipient of Advertising Age’s Midwest Small Agency of the Year award and Radio Mercury Awards’ Integrated Campaign of the Year award. Preston Kelly is a member of Worldwide Partners, the world’s largest network of independent marketing and communications firms. To learn more about Preston Kelly, visit, become a fan on Facebook or join the conversation on Twitter. You can also read their musings on the latest trends in advertising at Iconic Ideas Tumblr.

Want to make your company shine?
» Switch to a Starter Profile
The Creative Industry Network

List your company among the leaders of the industry, promote your competencies, showcase your work & join an exclusive global marketing and creative industry network.

Create Your Company Profile