Running a healthcare system in the shadows of the world-famous Mayo Clinic is not easy. We needed to remind people in the community that Olmsted Medical Center is here too. The insight was that when it comes to health and well-being, people care more about their friends’ and family’s health than their own. But you can’t help them if you don’t help yourself first. Suggesting that people “Be Selfish” certainly got a lot of attention, but more importantly, the campaign was a huge success, exceeding all expectations with increased advertising budgets and extending the campaign each following year. One high-level marketing executive from Mayo even came to OMC when he saw the campaign.