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An Imaginative Campaign

 |  By HealthLeaders Media Staff  
   April 09, 2008

Patients must sometimes use their imagination when a cardiologist describes the heart procedure they are about to undergo. But St. Mary Medical Center's "Imagine (Heart)" campaign's 30-second TV spot actually shows potential patients three of the complex procedures the hospital's doctors perform.

St. Mary's, in Langhorne, PA, commissioned FlickerLab, a design and animation studio based in New York City, to create the commercial. The campaign, which was crafted to elevate St. Mary's brand in 2008 and beyond, is also comprised of print and radio ads.

"Imagine stopping deadly heart attacks and strokes with a tiny patch the size of a coin," says the commercial's voiceover, while the video shows a simulation of the procedure on a cartoon heart. "Imagine repairing or replacing faulty heart valves through just a 2-inch incision. Imagine correcting irregular heartbeats with precise radiofrequency energy." As each procedure is performed, the cartoon heart keeps pumping away.

The "Imagine (Heart)" campaign launched last February in lower and central Bucks County, PA. The cardiology promotion is set to be followed by the "Imagine (Neurosciences)" and "Imagine (Cancer)" campaigns in May and September, respectively.

"We chose to focus on three of our top centers of excellence--cardiology, cancer, and neurosciences--and inform our audience about the advanced procedures available in these areas at St. Mary's," says Patrick Donohue, St. Mary's director of marketing and communications.

The 366-bed hospital says they are in league with the country's top medical centers for complex heart, cancer, and neurological care. The hospital has its own heart center and cancer center.

The "Imagine (Heart)" commercial ends with the brand's tagline, "It's your health. Expect more."

"We want to let folks know that we value them and their health," Donohue says of the choice in tagline. "That's our mission and our service to the community. We recognize everyday that people are entrusting their lives to us."


Marianne Aiello is an editorial assistant with HealthLeaders Media. She can be reached at maiello@healthleadersmedia.com.

 

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