Documentary-Style Hospital Campaign Surpasses Deep-Pocket Competitors
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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