Cardiology Campaign 'Proves' Successful

Despite being the largest hospital system in the Phoenix area and having two facilities that provide nationally ranked cardiac services, consumers still believed that Banner Health's competitor was the best place to receive cardiac care. So the 2,500-bed health system launched "Living Proof," an integrated campaign that featured cardiac patient stories.

"The campaign goal was to show the benefit of using Banner Health's cardiac services to consumers by sharing true, emotionally compelling stories with positive outcomes," marketers wrote in their entry form for the 2009 HealthLeaders Media Marketing Awards, where it won a gold award among service line campaigns. "After exposure to the campaign, the thought 'if they helped the featured patient so well, they could certainly help me if I needed it' would resonate with the target."

The "Living Proof" campaign consisted of newspaper and outdoor ads and a TV spot featuring patient testimonials that involved life-saving experiences due to Banner's cardiac care.

"The key message was 'I am living proof' and was illustrated through multiple patients' stories of amazing outcomes after being treated at Banner Health," marketers wrote. "The patients were artistically photographed in settings doing things they love that they were able to return to after recovery. The featured patients included diverse demographics and widely varied lifestyle passions."

The Marketing Awards judges found that the creative was especially effective.

"These are great images of actual patients in their own environment, taking part in activities," said one judge. "The tagline works here, as proof these people are better and stronger for the care they received."

The campaign produced the results marketers were looking for. Preference increased from 24% to 33%, and 44% of consumers who recalled the campaign perceived Banner Health as the best in cardiac services. Likely future use was 13% higher among consumers who recalled seeing the campaign.