Healthcare advertising campaigns that set clear objectives, met or exceeded them, and showed positive ROI were honored at last week's HealthLeaders Media Marketing Experience event in Chicago.
We've posted the complete list of winners online, and in coming weeks we'll be featuring some of the winning campaigns in our e-newsletter's "Spotlight" feature, in HealthLeaders magazine, and in the Healthcare Marketing Advisor newsletter—so stay tuned.
In the meantime, I'll give you a sneak peek with some highlights from the three campaigns our judges chose as best in show.
PeaceHealth Siuslaw Region
PeaceHealth Siuslaw Region in Florence, OR, was our small hospital best in show winner for their "Community Image Campaign." Our judges were impressed with the results the campaign garnered. "The ROI was well-defined and I liked the fact that they had established metrics based on a previous image survey," one judge wrote.
St. Joseph's Hospital
Our medium best in show winner was St. Joseph's Hospital in St. Paul, MN, for their 2008 image campaign. "Thunderous applause for the ROI," one judge wrote. "Great tracking. [A] 60% increase in service line volume is evidence of how well the campaign hit the market."
Our large hospital best in show winner was Meridian Health in Neptune, NJ, for its "Doctor Bernard and the Pawsitive Action Team," campaign. Again, the campaign's ROI set it apart. The judges were impressed that keyword searches for Children's Hospital increased by 600%. "The 1,725 members and counting enrolled in the healthy living program truly shows how engaging the campaign is," wrote one of our judges.
The campaign also elicited one of this year's best comments from a judge: "Although I don't have the opportunity to use such a great idea, it's still fun to think I might steal this one."
You can read more about Meridian Health's best in show campaign—and see a sample of the creative—in today's campaign spotlight by Healthleaders Media editor Marianne Aiello. She'll feature the St. Joseph's and PeaceHealth campaigns in the next two issues.