Presbyterian, the largest health services company in New Mexico, possesses a history of altruism. The company built this heritage on a dedication to helping people, rather than selling health services. Five-second TV spots introduced ordinary scenes of life with a special symbol for the company's mantra "feel better." Street teams did “good deeds.” Traditional advertising shared real stories of patients and employees. Eleven months after the launch, a Best Service survey indicated a dramatically superior perception of Presbyterian to all competitors.