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Documentary-Style Hospital Campaign Surpasses Deep-Pocket Competitors

Marianne Aiello, for HealthLeaders Media, January 11, 2012

From Heather's and the four other TV spots, the agency also created print, outdoor, and online ads, as well as a dedicated microsite (nyp.org/amazingthings) that includes longer patient interviews and physician information.

In 2012, if your campaign doesn't have a microsite, you are missing a valuable opportunity to reach consumers who are looking for quick access to more information. Simply linking back to your main website isn't good enough.

Blowing Away the Benchmarks
After the campaign's first four-week run, the independent research company conducted another benchmarking study and found that NYP's unaided advertising awareness had more than doubled, from 11% to 24%, surpassing all competition. It sustained this level for three months while the campaign was on-air. Word-of-mouth/buzz also increased from 17% to 26%, again outdoing the competition.

"Because it is such a low-interest category to consumers, hospital advertising is one of the most difficult business sectors to do effectively," says Orson Munn, CEO of Munn Rabôt. "Marketers have to try to think like an everyday consumer who is not seriously ill and currently looking for a hospital. We believe the work needs to rise above the obvious and complement and acknowledge the viewer's intelligence."

By studying benchmarking data, defining the target audience, using their best patient advocates, and delivering a multi-pronged campaign featuring simple creative work, NYP was able to best its higher-spending competitors. There's a lesson here for every healthcare marketer. 

 

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1 comments on "Documentary-Style Campaign Surpasses Deep-Pocket Competitors"


Patrick (1/17/2012 at 1:47 PM)
I am interested in knowing where you obtained your media spending information. According to VoiceTrak, NY Presbyterian not only changed their creative strategy for 2010, but they also nearly doubled their media budget. NYP spent $1.16MM in 2009, which they increased to $2.26MM in 2010. NYP continued this trend in 2011, eclipsing their total 2010 spend in just the first 6 months of the year. NYP spent a little over $2.6MM in the first six months of 2011, a 570% increase versus the same time period in 2010. NYP is consistently the biggest spender in the NY DMA. This is in stark contrast to your "David vs. Goliath" headline. I agree, the NYP creative work is very good, but :60 TV spots in New York are not cheap. Citing awareness research and a few TV spots with NYP's success without mentioning their substantial increases in media spending is irresponsible.