A David vs Goliath vs Goliath Story

Client: Parma Community General Hospital

Project: Brand campaign

The client was an independent community hospital competing with two goliath health systems well known for their clinical expertise. Our challenge was to raise the community’s awareness of Parma’s clinical achievements while reinforcing their compassionate non-clinical care.

Our marketing audit uncovered the need to develop a brand-message hierarchy. We formulated the campaign to blend both their personal and clinical culture. The overall brand campaign was anchored around the tagline of “To us, it’s all vital.” through ideas and copy supporting their mission of “Treating you better begins with knowing you better.”

The creative reinforced their “compassionate care” using “real-life” relationships and moments between the hospital and patients while delivering the message of clinical expertise.

Since the client was surrounded by competition geographically with larger budgets, we needed tight media strategies that answered to our demographic and geographic targets. The broadcast cleverly book ended 15-second spots to grab the first and last impression in commercial time slots. This also lowered production budgets while providing the opportunity to expand the campaign message through rotation of key services and service lines with mass, mobile and environmental media efforts.

The program concentrated on hospital services in cardio, stroke, women’s health, maternity and minimally invasive surgery. Showing how they stacked up to the larger hospital systems.

THE RESULT: market share increase of approximately 1% while integrating messaging and maximizing budgets.

 

We helped develop their annual marketing plan, strategies, creative and media for patient relations and also physician relations and recruitment opportunities. Then we actively partnered with their internal marketing department and additional external resources to extend the messaging appropriately into social and digital.

Cleveland AAF ADDY

Aster Award, Honoring Excellence in Medical Marketing

TV | Radio | Print and online ads | Website content | Community events | Social