Pen Bay Medical Center &
Waldo County General Hospital

About This Project

What started as a single ad campaign to highlight one hospital’s dedication to putting people first turned into 24 months of developing a shared communication system to support the merger of two centers into one healthcare system. Pica partnered with the two centers to establish and evolve a shared brand under which targeted print and radio campaigns could run congruently within the Midcoast. 


Constant website management and content editing was involved; extensive brochure work, including service-specific brochures for patients, annual reports and corporate communications working in unison as a full marketing system.