Making Care Mean More
Redefining the meaning of care.
Nebraska Methodist Health System had long been known for its compassionate care. Less recognized was the advanced technology and clinical expertise behind it. Research revealed patients did not want to choose between humanity and innovation. So, we repositioned Methodist as the health system where both work together to deliver a higher level of care.
The reality was that Methodist has been quietly delivering innovation—robotic and minimally invasive heart procedures, advanced oncology treatments, AI-enabled efficiencies, and expanded telehealth access.
These weren’t investments in prestige—they were investments in people. Yet, regardless of the type of innovation or investment, it was getting overlooked by consumers. Our job wasn’t to change who they were, but to make what they do more visible.
We reframed innovation not as technology but as a means to make care safer, smarter, and more personal—when paired with compassion. The new message brought consistency and clarity to the market by defining “The Meaning of Care.”—a brand tagline long used and well-known. What was different about Methodist’s care? They offered the highest level of innovation with the deepest level of compassion. That’s their meaning of care.
