Partnering with a Florida creative agency, Nemours Children's Health System has launched a marketing campaign that emphasizes the breadth of its services by showcasing active, playful children in a series of upbeat videos.
You won't find any sterile-looking hospital rooms or physicians in white coats in Nemours Children's Health System's latest round of TV spots. In fact, many of the 20- and 30-second videos don't feature the hospital or its staff at all. Instead they focus on healthy, happy children singing into a hairbrush, playing baseball, and dancing to the beat of their own drum.
"We created these TV and online ads to help our communities get to know us better and the breadth of services we provide," says Gina Altieri, vice president of corporate services for the Orlando, FL-based health system.
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"Our organization is growing and changing quickly with more to offer families. While we're proud of our hospitals and the level of care we provide when families need it most, Nemours Children's Health System offers not only the specialty care that is the hallmark of the Nemours brand, but also primary care, prevention, and children's health education online."
Working with Orlando creative agency Fry Hammond Barr, the Nemours marketing team crafted a creative strategy that would highlight its key market differentiators—namely its high quality of care and exceptional patient experience.
"We wanted to grab the audiences' attention with human experiences they can relate to and that make them smile, while also increasing awareness and understanding of how Nemours provides a healthcare experience that adds to healing and comfort for the entire family," Altieri says.
"We wanted to grab the audiences' attention with human experiences they can relate to and that make them smile, while also increasing awareness and understanding of how Nemours provides a healthcare experience that adds to healing and comfort for the entire family," Altieri says.
"We wanted to create a campaign that invites families in the communities where these ads are running to want to learn more about us, whether they ever need us or not."
The ads, which launched in May in Central Florida and in mid-June in the Delaware Valley, air on network and cable TV as well as in online advertising. This broadcast component of the campaign will continue through the fall in both regions, with digital and other supporting components of the campaign continuing as year-round efforts to build brand awareness.
"It was important to us to tell the story not just of what we do, but to convey the essence of how we do it and what that means for kids in our care," Altieri says. "In interviews with patient families, they told us that our expertise was important, but their experience of care at Nemours was what distinguishes us from other children's hospitals."
Nemours clinicians and staff feature more prominently in the campaign's 30-second spots, one of which shows a nurse and young pediatric patient in split-screen going about their days separately, until joining together in a hug at the end.
"There are those who naturally live for the promise of helping others," the voiceover states. "Caring, nurturing, curious, devoted to making every day better. It's what life's all about. And when these same kinds of people come together, great things happen."
The ads are part of a comprehensive campaign strategy that aims to tell the Nemours story and support the work of the health system's staff members, who take great pride in our commitment to family-centered care, Altieri says. They will also play an important role in the health system's online and social media strategy.
"Our work is centered on the patient and family experience, and our messaging also focuses on what matters to patients," Altieri says. "Family-centered [care] is a large part of how we define ourselves and our work as well as how we seek to communicate with patients and consumers. We believe that people have to relate to you and like you before they will listen to what you have to say about yourself."
While the campaign is too new to fully gauge its ROI, many of the videos have received a few hundred views on YouTube and hospital leaders are hearing positive feedback from staff, patients, and the community.
"We're hearing that the commercials are connecting with people and illustrate how our relationship with our patients is precious and at the center of our care," Altieri says. "What's important to families is getting kids back to being kids and the ads communicate how that is what is important to Nemours as well."
Marianne Aiello is a contributing writer at HealthLeaders Media.