Innovative healthcare marketing, using cinema as inspiration
- Posted by Lauren Cairns on November 4th, 2009
filed in Advertising, Healthcare Marketing, Hospital Branding, Hospital Marketing |
Reading through the winners of this year’s Healthcare Media Marketing Awards, I noticed that some of the winners really just didn’t get healthcare marketing. They of course included the standard patient testimonial and the typical doctor campaigns. I breezed through a lot of them since they didn’t really emotionally connect to me (which is weird, being that I am the key target for most healthcare marketers). But, there were a few cam
paigns that broke the mold and not just stood out to me, but shouted at me.
One of which was the hospital identity campaign for St. Joseph’s hospital in St. Paul, Minnesota. Talk about being different. I applaud their agency for even having the guts to present the concept to their client. And I give St. Joseph’s a standing ovation for taking the risk of running it.
It’s always scary to be different. To break the mold. To do the unexpected. But, as this campaign proved – the risk is well worth the results.
What do you think? Were there other campaigns that deserve a shout out?
November 5th, 2009 at 12:03 pm
Lauren - thanks for the kind words about the campaign. As the agency behind it, I can tell you it’s very gratifying to hear positive reinforcement from others who hold the same philosophies on healthcare marketing. From our perspective, the greatest part of the whole experience was working with a client that, as you note, took a big risk with this campaign. I would imagine fantastically creative campaigns are pitched everyday in our world, but it takes a client who has vision and the desire to try something new to take the leap. Here’s hoping that the success of this campaign will encourage other hospitals and health systems to break from the same-ol’ same-ol’ and try new and better ways to reach their audiences.
Thanks again for the great post!
November 5th, 2009 at 12:49 pm
Chris - I couldn’t agree more. We always say - we can’t have good creative without a great client. And it’s one of the truest things I have learned in my experiences in advertising. Keep up the nice work!