Medical City was having a banner year. It was the flagship of the HCA System. Medical procedures were up. Profits were up. And yet, at a dinner party, when one of their physicians or nurses casually mentioned they worked at Medical City, they were greeted with an all too familiar retort: “Medical City Dallas Hospital? Where’s that?” Several creative directions were tested to make sure our messaging would connect. The theme that resonated most readily with all constituencies was that Medical City was a “hospital of specialists.” The facts backed it up. The hospital was founded by a group of North Texas’ premier medical specialists as a new kind of health care facility. Today, Medical City offers the broadest range of specialty and sub-specialty care in the region, leading even Baylor, Scott & White and Texas Health Presbyterian.