A teenage boy and his mother were sitting at the breakfast table in their Minnesota home when the boy noticed a hospital-sponsored article in the newspaper about people who suffer from eating disorders. "I'm one of them," he told his mother. The young man soon checked himself in to Park Nicollet Health Services—one of the organizations that sponsored the article—for treatment.
The Minneapolis health system partnered with a local television station and newspaper to sponsor the Stay Healthy Minnesota campaign, which features educational print ads, TV spots, and Web content about several health issues. The campaign began in 2007 when the Milwaukee-based Zizzo Group Advertising + PR agency suggested the health system create an educational campaign similar to ones Zizzo had done for hospitals in other markets.
"We really wanted to increase our brand presence, our branding, our logos, and our colors," says Carol Greenland, vice president of marketing and communications. "We've progressed and learned and we really wanted to be out there more often."
The ads and articles feature a different health issue each month, ranging from the treatment of cancer and Parkinson's Disease to bariatric surgery.
Each print ad features a large photo of a patient who was treated at Park Nicollet alongside an article written by a Zizzo associate and featuring specific Park Nicollet physicians.
In addition to increasing brand awareness, Park Nicollet hoped the campaign would increase its patient volume.
The recent eating disorder campaign has done particularly well and information sessions are always filled, Greeland says. In fact, they've seen such an increase in patient volume that the eating disorder institute has had to increase its staff.
Marianne Aiello is an editor with HealthLeaders Media. She may be reached at maiello@healthleadersmedia.com.