Virginia health system centers new brand campaign on innovation

Chesapeake (Va.) Regional Healthcare is rolling out a new branding campaign built around the phrase "Innovative for Life," it said Oct. 25. 

The campaign will run on television, radio, billboards and digital and print media, and the health system also said it plans to launch a new webpage — named — to highlight its innovation work. 

"Innovation is in our DNA," Reese Jackson, president and CEO of Chesapeake Regional Healthcare, said in the news release. "It's one of our five core values and it reflects a culture that is willing to learn and adapt. Innovative for Life as a concept means that we embrace new ideas and thinking to improve the health and well-being of the communities we serve."

The campaign launch initially will focus on the health system's cancer care and cardiology initiatives and will continue into 2022. 

Chesapeake Regional was the first community hospital in Virginia to offer 3D breast biopsies, and its cardiology program has one of the best heart attack survival rates compared to other major hospitals in Hampton Roads, Va., according to CMS data, the news release said.


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