Hospital opens as a five-star hotel

Client: Henry Ford West Bloomfield Hospital

New hospital launch exceeds projections by 400%, reaching maximum occupancy after 2 weeks.

Henry Ford Health System brought in the expertise of The Ritz-Carlton for service, enlisted a top chef for culinary excellence and created a community center for well-being. DBA had the privilege of helping to create the brand experience and tell the world its story.

Before designing ads, DBA partnered with Henry Ford to architect the Main Street retail experience to enliven the senses as a quaint northern Michigan downtown. Including all the comforts of a vacation lodge, DBA designed the sights, signage and sounds associated with the demonstration kitchen, organic cafeteria, greenhouse and spa.


The resulting experience inspired our TV commercial, outdoor and print campaign to look more like a retreat to a health spa than a trip to the hospital.

A PRIME TIME TV SHOW: To announce the unveiling of this revolutionary facility, DBA used equally innovative media and messaging. We produced and syndicated the prime-time Minds of Medicine TV show on ABC. The half-hour show interviewed Henry Ford West Bloomfield Hospital’s President and CEO, Gerard van Grinsven, formerly from The Ritz-Carlton, to discuss the spa, greenhouse and organic food as advanced medicine for the patients. To learn more about Minds of Medicine, click here.

WITHIN 2 WEEKS OF OPENING, THE HOSPITAL WAS AT MAXIMUM OCCUPANCY, exceeding all projections by 400%. Crain’s Detroit Business Magazine declared Henry Ford had “shifted the competitive health care landscape.” The Harvard Business Review said it best: “Meant to redefine what’s possible in health care… it’s more like an elegant hotel than a traditional hospital.”

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