As a practice that is growing rapidly through strategic acquisition, US Digestive Health is defining its brand even as its footprint is enlarging into new markets. By establishing the brand positioning of “Be Healthy to the Core,” we have framed USDH as a category leader both in terms of capabilities and compassion. In addition, we have positioned them for growth through a synchronized playbook of marketing tactics in order to choreograph a smooth entry into each new market. Today, just a year after its official establishment, USDH is the leading provider of gastroenterology care in Central and Southeastern Pennsylvania with more than 80 specialists serving patients in 30 offices. Through an ongoing digital advertising effort, orchestrated in concert with targeted mailings and print media support, the “Healthy to the Core” message has become synonymous with the US Digestive Health culture of patient care, projecting hope and optimism along with expertise and authority.