Project Overview
Aadicura Hospital is a multi-speciality hospital with one of the busiest emergency units in the city. They came to MARCA after a year of advertising that reached everyone and moved no one — the brand was recognised, never chosen.
Success was defined in one line before we started: families should be able to name a doctor at Aadicura before they ever need one. Everything we made had to earn that.
Six months · one embedded crew · nothing stagedThe Challenge
The hospital delivered exceptional healthcare, but their online presence lacked emotional connection. Patients saw another institution instead of the people behind it — stock photography, superlatives, and a directory nobody read. High intent, near-zero recall.
We needed people to trust our doctors before they even walked through the doors.
What We Created
Before & After
A complete transformation from a corporate healthcare brand into a human-first, documentary-driven identity.
The Impact
The campaign repositioned Aadicura as one of the most recognisable healthcare brands in the city — self-referred appointments overtook doctor referrals for the first time in the hospital's history, and 41 clinicians applied citing the films.
“They didn't just make beautiful films. They completely changed how people experienced our brand.”