Kurt is a young athlete and student who has survived cancer. Jane is a hula-hoop-loving fourth grader who has juvenile diabetes. Kavan is an active toddler who spent the first weeks of his live in intensive care. Although these youths' stories are different, they have one thing in common. They each have a dedicated Web page on the University of Minnesota Amplatz Children's Hospital site that tells their stories in words, videos, and photos.
The Minneapolis hospital created detailed Web pages like these for nine patients as part of its fall advertising campaign, which launched on September 14. The campaign's initial flight includes newspaper, magazine, billboard, TV, Web, and social media elements.
"In thinking about the best way to educate and inform Twin Cities parents about what we offer for mothers and children, we feel the best way is to feature real patients who have had real experiences at University of Minnesota Amplatz Children's Hospital with our providers and had great outcomes," says Kelli Salvo, marketing and public relations consultant for the hospital. "They provide the best insight into what care is actually about here at our children's hospital."
The ads, too, feature the young patients and direct consumers to the specific patient's Web page to learn more. Once there, parents can also find links to related content and services and view a virtual tour of the hospital's new facility that is set to open in 2011.
"Our market research indicates that consumers, particularly parents, favor a peer-to-peer message," Salvo says. "The creative look and feel centers around the patient and their family's experience at University of Minnesota Amplatz Children's Hospital with a peer-to-peer message."
Marianne Aiello is an editor with HealthLeaders Media. She may be reached at maiello@healthleadersmedia.com.