'Consumer' to Consumer: A Different Perspective
"Originally the facility was thought of as a place you'd only go for acute care," says Bill Faude, creative director and copy writer with UMCH's agency Storandt Pann Margolis (SPM) in La Grange, IL. "We wanted to show people that the facility could be used for a variety of procedures and that's a big part of why we did the work we did."
From that need to rebrand and capture regional market share, the team created the 'This is more' campaign.
Though they used a multimedia approach, the campaign's TV spots and its peer to peer level strategy made it distinctive. For example, one spot features a 'patient' named Ella. Her father speaks about the excellent care Ella received at UMCH, but also about how the level of care benefited the family. UMCH shows that though getting its message out about its professionals and their abilities is important, the patient and patient's family are its primary focus.
"Many other organizations deliver messages through their physicians but hearing medical information from professionals can feel like it's coming from Mount Olympus. We tried to empathize [with consumers]: 'Who would parents want to hear from?' and centered on the concept of getting information from those who had lived it," says Faude.
The campaign ran throughout 2007 and with Web hits doubling, targeting the consumer with a person they can relate to seems to have been the right move.
Kandace Mclaughlin is an editor with HealthLeaders magazine. Send her Campaign Spotlight ideas at email@example.com.
- Half of All Primary Care, Internal Medicine Jobs Unfilled in 2013
- How Digital Strategy Shapes Patient Engagement at Boston Children's Hospital
- CFO Exchange: Smartphones Poised to Disrupt Healthcare, Says Topol
- CNO on Hospital Redesign: 'You Can't Over-Communicate'
- Carondelet to Pay $35M to Settle Fraud Allegations
- Some Cancer Hospitals' Quality Data Will Soon Be Public
- CA Powers Up $80M HIE to 'Create Value in the Data'
- PA Ranks See 'Phenomenal Growth,' Lack of Diversity
- 3 Traits Personality Assessments Can't Reveal
- Cleveland Clinic Partners with North Shore-LIJ for Heart Care