For nearly 15 years, SPM helped Rush establish a strong, recognizable, and ownable brand voice, despite Chicago's four other AMCs creating a noisy, crowded market. We knew Rush’s approach was powered by teamwork and an unrelenting drive to put patients first — it’s what set them apart. So SPM created a campaign to highlight Rush’s unique position — bringing to life “how medicine should be” through the staff’s and patients’ own words.