Establishing itself as a leading health system in Philly's crowded corridors required Main Line Health to tap an altogether new vein: vulnerability.
It was a notion I was quite familiar with, having just come off of intense yoga teacher training, where establishing human connection meant tearing down walls in order for others to "see you." A-ha. I knew it was something the moment came into my brain: a tagline that encapsulated the gut-wrenching exchange between a patient and physician.
Below is a just a taste of how this idea grew and grew, with me at the helm as Creative Director.
