Beaumont Health brand campaign focuses on the fighting spirit of patients

Thursday, February 02, 2017

New ad will air locally during halftime of Sunday’s NFL championship game


Beaumont Health has launched a new brand campaign focused on the fighting spirit of patients and on empowering consumers to manage the health care of themselves and their families.

Developed by the Detroit-based Doner agency, the campaign is the first to define the new brand of Beaumont Health, Michigan’s largest health care system created through a merger of Beaumont Health System, Botsford Hospital and Oakwood Healthcare in September 2014.

“Our new campaign is based on six research studies involving about 1,300 area consumers,” said Mark Bohen, senior vice president, chief marketing and communications officer, Beaumont Health. “The health care world has changed, Beaumont has changed, and consumers have new expectations to be more involved in their health. As the most preferred health care system in the region, Beaumont is uniquely suited to meet these new consumer needs with our connected network of medical experts, high-quality care, and access to the most advanced medical resources and technologies through our broad geographic footprint.”

Beaumont’s new 30-second, “Never Settle,” TV ad, airing in Southeast Michigan during halftime of Sunday’s NFL championship game, captures the fighting spirit of Detroit and features Beaumont patients, physicians and employees, a celebrity voice with Detroit hometown ties, and a locally produced musical score.

“The Doner team is so excited to launch this new campaign for Beaumont Health,” said David DeMuth, CEO and president, Doner. “As long-time members of the greater Detroit community, we all have stories of how Beaumont has made a profound impact on the lives of family and friends. This campaign was inspired by those stories and the ‘Never Settle’ shared values among Beaumont’s staff, patients and the community.”

Detroit native Courtney B. Vance, who won his first Emmy Award for his lead role as attorney Johnnie Cochran in FX’s “The People v. O.J. Simpson: American Crime Story,” is the voice of the new Beaumont Health ad.

The ad’s music was produced by Yessian Music, a Metro Detroit-based global collective of producers, composers, music supervisors, research creatives and recording artists.

Celebrated documentarians Ben Lowy and Marvi Lacar of Pogo Pictures based in Decatur, Georgia, directed, filmed and photographed the TV ad and associated print, outdoor and digital components of the campaign.

The Beaumont campaign launched with outdoor, radio and digital ads on Jan. 30 and will continue throughout the year.


Beaumont Health is Michigan’s largest health care system, based on inpatient admissions and net patient revenue. A not-for-profit organization, it was formed in 2014 by Beaumont Health System, Botsford Health Care and Oakwood Healthcare to provide patients with the benefit of greater access to extraordinary, compassionate care, no matter where they live in Southeast Michigan. Beaumont Health consists of eight hospitals with 3,399 beds, 168 outpatient sites, nearly 5,000 physicians and 35,000 employees and 4,000 volunteers. In 2016, the organization had more than 177,000 inpatient admissions, 17,500 births and 552,000 emergency visits.


Doner is a full-service, performance-driven advertising agency that has built on its strong creative legacy to create a truly modern, global integrated creative network with offices in Detroit, Cleveland, London and Los Angeles. Doner moves at the speed of business, offering true integration and total activation through a multi-platform production studio and a state-of-the-art digital technology hub —the Digital Underground. With over $1.5 billion in billings, Doner is a part of the MDC Partners network and serves clients including, Fiat Chrysler Automobiles, The Coca-Cola Company, Cox Communications, DuPont, Harman, Serta, GEOX, Smithfield Foods, Bristol-Myers Squibb, and The UPS Store.