HealthLeaders Media Marketing Awards 2007: A Campaign with Heart

Resonate it did. The "Red Shirt" campaign generated buzz from the outset and showed immediate results. Red shirts were appearing on billboards, in newspapers, and on television. All patients who came to the hospital for cardiac care were given a red shirt. Advocate became synonymous with not only red shirts, but quality cardiac care.

By using photos of actual patients in their home environments, the hospital was able to target advertisements by neighborhoods, giving it a more authentic feel, says Dina Sadoughi, senior marketing specialist for Advocate Health Care. Sadoughi also was on hand to accept the award in November. "We were able to match where patients were from and what they liked to do in their spare time," she says.

The community--both hospital and the public--couldn't stop talking about the campaign, but it was the results that really made the campaign top-notch. Market research showed a marked increase in overall hospital preference. One awards judge said, "It was an excellent concept that was effectively delivered. The entire campaign had a great sense of continuity, a clear message delivered well, and good execution of multiple elements."

The campaign included TV, print, outdoor, radio, online, events and viral components, but also showed evidence of thorough research and smart strategy.

As the hospital looks to upcoming service line campaigns, Lapacek says her staff knows the bar has been raised. While it may not totally duplicate the shirt campaign for departments like orthopedics or women's services, Advocate will likely "take the things that make sense for other service lines and replicate them, but not completely," Lapacek says. "There are components that we think can translate into other service lines."

The HealthLeaders Media award not only recognized the hard work and creativity of a great campaign, Lapacek says, but also how big of a role marketing plays in the financial success of the hospital. "It helps us--as we heard at the event--justify to the marketing budget that this is a worthwhile endeavor and a worthwhile use of resources."

-Maureen Larkin