Based on consumer research, Orange Park Medical Center, a 230-bed hospital in a suburban community of Jacksonville, FL, discovered a need to craft an identifiable brand, foster recognition for important product lines, and launch a newly approved trauma center. The medical center had distinguishing capabilities in lung cancer diagnosis, heart and lung robotic surgery, and trauma services that were truly “extraordinary.” The strategy was to focus on the local marketplace, using real patients and their physicians from the area to tell the story. The emotional stories of the patients and their physicians helped propel the hospital volume, income, and patient satisfaction scores to their highest levels. The Orange Park physicians received referrals from other physicians, as well as self-referrals from patients. The Trauma Center successfully opened in December 2011.