"Color, at times, can be overwhelming and distracting. We used an accent color in the headlines?sparingly?and a font that mimics a child's handwriting to balance the black and white photography and add a playful element to the creative. These additions helped keep the tone of the ads from feeling heavy or dark."
Marketers chose to keep the messaging of the campaign simple because although many healthcare consumers are unfamiliar with the term 'hospitalist,' once it's explained, the concept is easy to understand.
"Pediatric hospitalists are trained pediatricians who specialize in caring for children in a hospital setting," Dunlop says. "They are a resource for the family and for the referring physician. It is a good news story and we didn't want to hide that in complicated headlines or body copy."
And the approach worked—between September and November 2013, the hospital's pediatric page received 753 hits to the campaign landing page. The Google Adwords component of the campaign generated 1,123 clicks during the same timeframe