The campaign is actually a continuation of Exeter Hospital's 2007 "The Art of Wellness" initiative. Though the same tagline is still carried throughout the 2008 elements, Exeter decided to focus this flight of the campaign on a more consumer oriented approach.
According to Winsper Inc, Exeter's agency located in Boston, "The 2008 campaign continues with the tag while adding new elements to demonstrate the continuing commitment of Exeter Hospital and its staff to provide care without compromise, and to grant not only positive clinical outcomes, but also positive consumer experiences."
With the consumer experience as their inspiration Exeter Hospital, working with Winsper Inc, chose TV spots as the mediums for conveying their message. Exeter Hospital's vice president of strategy, Mark Whitney, felt that TV was the "powerful medium" they needed to fully conveying Exeter's promise of care without compromise message. TV also provided Exeter Hospital with extended reach for hitting its target audiences.
The spots take an unusual creative approach by not pushing their equipment or medical professionals on the viewer. Instead, they use light music and non-medical imagery to get their message across. An example of this can be seen in a spot with a woman making a bed. Though the voiceover explains Exeter's mission for excellence the perfect, skillful, detail that the person making the bed executes delivers the message in an unconventional and very effective way. Using a subtle and creative approach also reinforces the message of 'art' that has been a continued focus throughout the campaign.
More information on the campaign can be found at www.exeterhospital.com.
Kandace McLaughlin is an editor with HealthLeaders magazine. Send her Campaign Spotlight ideas at kmclaughlin@healthleadersmedia.com If you are a marketer submitting a campaign on behalf of your facility or client, please ensure you have permission before doing so.